• Christine K. Volkmann
  • Kim Oliver Tokarski
  • Marc Grünhagen


Marketing is of crucial importance for the success or failure of an enterprise, as its success is ultimately decided in the market, competing for the target customers. The degree of market orientation of an enterprise may well impact its overall business performance, both in the context of young and small enterprises and in the process of launching new products [Keh et al. (2007); Atuahene-Gima et al. (2005)]. [See also the entrepreneurial element in market-driven behaviour as creative distruction in firms such as Starbucks or Dell; Schindehutte/Morris/Kocak (2008)] Moreover, addressing marketing issues when establishing a new enterprise is also considered essential by important stakeholders such as equity investors [as noted in Hills/Hultman/Miles (2008) referring to a study which has been developed already some time ago in Hills (1984)]. In practice, e.g., venture capitalists will look at how the enterprise plans to enter the market, which target groups will be addressed, and how the firm 's product or service offer will be communicated and distributed to potential customers; this is since successful market establishment and growing sales volumes is a sine quo non for financial prosperity in the long run.


Price Elasticity Marketing Strategy Market Entry Advertising Medium Cost Leadership 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Recommended Literature

Marketing – standard works

  1. Brassington, F./Pettitt, S. (2006): Principles of marketing, 4th edition, Harlow 2006.Google Scholar
  2. ESOMAR (2007): Market research handbook, 5th edition, Chichester 2007.Google Scholar
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Market research and media planning

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Entrepreneurship and marketing:

  1. Bjerke, B./Hultman, C.M. (2004): Entrepreneurial marketing: the growth of small firms in the new economic era, Cheltenham et al. 2004.Google Scholar
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  5. Smilor, R. W. (1989): Customer-driven marketing lessons from entrepreneurial technology companies, Lexington et al. 1989.Google Scholar

Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2010

Authors and Affiliations

  • Christine K. Volkmann
    • 1
  • Kim Oliver Tokarski
    • 2
  • Marc Grünhagen
    • 3
  1. 1.University of WuppertalGermany
  2. 2.University of Applied SciencesSwitzerland
  3. 3.University of WuppertalGermany

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