讲座题目:Entrepreneurial marketing of international high-tech business-to-business new ventures: A decision-making process perspective

报 告 人:Man YANG (Doctoral Researcher, University of Vaasa, Finland)

时      间:2017年6月9日(星期五)下午2:30 -3:30

地      点:岭南堂黄炳礼会议室

语      言:中文+英文

 

摘要:

Knowledge of how entrepreneurial marketing is conducted in industrial markets is currently rather weak. This study explores the marketing decision-making process of entrepreneurs undertaking entrepreneurial marketing in international new ventures operating in high-tech business-to business markets. A qualitative study conducted with entrepreneurs from four case firms reveals that due to the iterative, incremental, and co-creative nature of the process, marketing decision making in high-tech business-to-business INVs that is more effectual than causal results in more entrepreneurial marketing. A novel finding is that entrepreneurs alternate causal and effectual marketing forms as a result of their ambidextrous entrepreneurialism, and variations in the internal uncertainty, technological uncertainty, and any market turbulence faced by the firm. We develop a dynamic model presenting the alternation between effectual and causal processes, and the feedback loop of entrepreneurial marketing. The research offers implications for the management of organizations operating under conditions of uncertainty on how their decision-making processes can optimize entrepreneurial marketing, how to create new markets, and how to reduce the perceived uncertainty in industrial markets. 

This joint work with Prof. Peter Gabrielsson from the University of Vaasa is in press in Industrial Marketing Management © 2017 Elsevier Inc.

 

个人简介:

Man Yang is currently a doctoral researcher at the Department of Marketing, Faculty of Business Studies at the University of Vaasa in Finland. She studied at the Master’s Degree Program in International Business and received Master of Science in Economics and Business Administration from the University of Vaasa in 2013. Her research interests include entrepreneurial marketing, international entrepreneurship, and international business. She has actively presented her research work in international conferences and workshops organized by the American Marketing Association, the Academy of International Business, the European International Business Academy, and the McGill International Entrepreneurship research community. During her doctoral studies, Man Yang has been engaged in publishing in academic journals such as Industrial Marketing Management. She has received scholarships from the University of Vaasa, the Finnish Foundation for Economic Education, the Finnish Cultural Foundation, Wihuri Foundation, and Marcus Wallenberg Foundation to conduct her research.