Digital Entrepreneurial Marketing Skills in European Small and Medium Sized Enterprises - An Explorative Research of Skills in the Entrepreneurial Marketing Orientation.
(2021) ENTN19 20211Department of Business Administration
- Abstract
- Purpose - With the ever increasing digitization, businesses are exposed to new ways of marketing strategies. Even though new ventures just have a small success rate, research has not focused on exploring the skills entrepreneurs need to succeed with their venture. This research seeks to explore the importance of marketing skills, entrepreneurs need for a successful digital entrepreneurial marketing orientation.
Methodology - This master thesis uses a sequential explanatory research design, where survey data and data from semi-structured interviews are triangulated to explore and describe the most valued skills entrepreneurs are using to execute marketing strategies in a digital environment.
Findings - The results of this research... (More) - Purpose - With the ever increasing digitization, businesses are exposed to new ways of marketing strategies. Even though new ventures just have a small success rate, research has not focused on exploring the skills entrepreneurs need to succeed with their venture. This research seeks to explore the importance of marketing skills, entrepreneurs need for a successful digital entrepreneurial marketing orientation.
Methodology - This master thesis uses a sequential explanatory research design, where survey data and data from semi-structured interviews are triangulated to explore and describe the most valued skills entrepreneurs are using to execute marketing strategies in a digital environment.
Findings - The results of this research indicate that basic soft skills, core marketing skills, and digital and technical skills are deemed by entrepreneurs to be the most important skills for developing and implementing digital marketing strategies. The study also proposes that the level of digitalization and the entrepreneurial stage of the venture have a direct impact on these skills' importance for the entrepreneurs. Furthermore, it offers empirical support for the importance of CO as a key component of the EM model presented by Jones and Rowley (2011).
Implications - This research explored the importance of skills for entrepreneurs and put identified skills into context of the entrepreneurial market orientation. This will give future researchers the possibility to further elaborate on the entrepreneurial marketing skillset.
Contribution - This paper contributes to the exploration of key digital entrepreneurial marketing skills, and explores the usability of the EMO model by evaluating the CO as a central orientation of EM. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9054141
- author
- Heuer, Andre LU and Rivera Salazar, Andres LU
- supervisor
-
- Andrea Moro LU
- organization
- course
- ENTN19 20211
- year
- 2021
- type
- H1 - Master's Degree (One Year)
- subject
- language
- English
- id
- 9054141
- date added to LUP
- 2021-07-30 15:41:32
- date last changed
- 2021-07-30 15:41:32
@misc{9054141,
abstract = {{Purpose - With the ever increasing digitization, businesses are exposed to new ways of marketing strategies. Even though new ventures just have a small success rate, research has not focused on exploring the skills entrepreneurs need to succeed with their venture. This research seeks to explore the importance of marketing skills, entrepreneurs need for a successful digital entrepreneurial marketing orientation.
Methodology - This master thesis uses a sequential explanatory research design, where survey data and data from semi-structured interviews are triangulated to explore and describe the most valued skills entrepreneurs are using to execute marketing strategies in a digital environment.
Findings - The results of this research indicate that basic soft skills, core marketing skills, and digital and technical skills are deemed by entrepreneurs to be the most important skills for developing and implementing digital marketing strategies. The study also proposes that the level of digitalization and the entrepreneurial stage of the venture have a direct impact on these skills' importance for the entrepreneurs. Furthermore, it offers empirical support for the importance of CO as a key component of the EM model presented by Jones and Rowley (2011).
Implications - This research explored the importance of skills for entrepreneurs and put identified skills into context of the entrepreneurial market orientation. This will give future researchers the possibility to further elaborate on the entrepreneurial marketing skillset.
Contribution - This paper contributes to the exploration of key digital entrepreneurial marketing skills, and explores the usability of the EMO model by evaluating the CO as a central orientation of EM.}},
author = {{Heuer, Andre and Rivera Salazar, Andres}},
language = {{eng}},
note = {{Student Paper}},
title = {{Digital Entrepreneurial Marketing Skills in European Small and Medium Sized Enterprises - An Explorative Research of Skills in the Entrepreneurial Marketing Orientation.}},
year = {{2021}},
}