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Design of the “International Entrepreneurial Marketing (IEM) Pattern”: Entrepreneurial Firms of Food Industries Throughout Iran

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Iranian Entrepreneurship

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Abstract

This study aims to present a rational and process-oriented framework originated from the pluralistic standpoint. The primary objective of this framework is to conceptualize the entrepreneurial marketing and entrepreneurs’ marketing methods. For this purpose, a sequential exploratory mixed method was conducted that accomplished two different types of scientific collaborations. Statistical sampling was carried out amongst nineteen out of twenty-one active entrepreneurial firms of Iran’s food industries. Results showed that the pattern of IEM upon an evolutionary basis profited 5 different phases including ‘restricted sales and initial activities of marketing’, ‘suitable and opportunistic sales’, ‘diversified marketing’, ‘profitable and integrated marketing’ and also ‘proactive marketing’. The main components of the considered phases comprised of 6 themes, 23 dimensions and 164 entrepreneurial details supposed to have different specifications during the different periods of time. Meanwhile, a new definition of entrepreneurial marketing has been accordingly presented. The main contribution of this paper is exploring, distinguishing and conceptualizing the “International Entrepreneurial Marketing (IEM)” based on entrepreneurs/owners in this field by using life cycle approach.

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Author information

Authors and Affiliations

  1. Faculty of Entrepreneurship, University of Tehran, North Kargar 16th Ave, Tehran, Iran

    Mehran Rezvani

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  1. Mehran Rezvani
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Correspondence to Mehran Rezvani .

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Editors and Affiliations

  1. Dept of Society and Globalisation, Roskilde University Dept of Society and Globalisation, Roskilde, Denmark

    Shahamak Rezaei

  2. GSCM Montpellier Business School , Montpellier, France

    Leo-Paul Dana

  3. South East European Univ , Tetovo, Macedonia

    Veland Ramadani

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Rezvani, M. (2017). Design of the “International Entrepreneurial Marketing (IEM) Pattern”: Entrepreneurial Firms of Food Industries Throughout Iran. In: Rezaei, S., Dana, LP., Ramadani, V. (eds) Iranian Entrepreneurship. Springer, Cham. https://doi.org/10.1007/978-3-319-50639-5_18

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