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Articles 1 - 4 of 4
Full-Text Articles in Business
Out Of The Building, Into The Fire: An Analysis Of Cognitive Biases During Entrepreneurial Interviews, Tianxu Chen, Mark Simon, Ph.D., John Kim, Brian Poploskie
Out Of The Building, Into The Fire: An Analysis Of Cognitive Biases During Entrepreneurial Interviews, Tianxu Chen, Mark Simon, Ph.D., John Kim, Brian Poploskie
New England Journal of Entrepreneurship
A major source of failure for new ventures is the entrepreneurs’ misunderstanding of the product-market fit. Recently, researchers have suggested that to get a better understanding of the product-market fit, entrepreneurs should “get out of the building” and interview many customers. This approach, while advantageous, is not without drawbacks. This article presents a conceptual model that incorporates the characteristics of “getting out of the building” to conduct customer interviews, and the biases that can arise to influence the entrepreneurs’ misjudgment of the product-market fit. We provide recommendations to overcome these biases.
Will "Smarter" Marketing End Social Discrimination? A Critical Review, Frances Grodzinsky, Andra Gumbus, Stephen J. Lilley
Will "Smarter" Marketing End Social Discrimination? A Critical Review, Frances Grodzinsky, Andra Gumbus, Stephen J. Lilley
School of Computer Science & Engineering Faculty Publications
Purpose - There are two claims made by the web marketing/advertising industry. 1) By collecting, managing, and mining data, companies serve consumer’s best interests and 2) by adopting sophisticated analytics web marketers avoid discriminations that disserve individuals. Although we share an interest in ending social discrimination, we are more circumspect about pronounced individualism and technological fixes. Despite its appeal, or perhaps because of it, we should not accept the claim at face value. In this paper we argue that social discrimination may not disappear under smarter marketing; more overt forms may wane only to be replaced by more subtle forms. …
Strategic Marketing Practice Considerations In Family Business In Nigeria, Omotayo Adegbuyi
Strategic Marketing Practice Considerations In Family Business In Nigeria, Omotayo Adegbuyi
New England Journal of Entrepreneurship
The purpose of this study is to fill a gap in the literature by examining a medium-sized firm. Most modern economies are characterized by a significant group of middle-sized firms, still owner-managed, but with multimillion naira turnovers. Many of these remain family companies and constitute an important reservoir of business initiative. One such family business is the focus of this research. The results of the study suggest that neither the existing typologies of small firm approaches to marketing nor the formal models of marketing attributed to big companies necessarily characterize the marketing planning and management of family business in Nigeria.
Marketing Orientation In Smes: Effects Of The Internal Environment, Richard C. Becherer, Diane Halstead, Paula J. Haynes
Marketing Orientation In Smes: Effects Of The Internal Environment, Richard C. Becherer, Diane Halstead, Paula J. Haynes
New England Journal of Entrepreneurship
Marketing orientation refers to a culture in which organizations strive to create superior value for their customers (and superior performance for the business) by focusing on customer needs and long-term profitability. Some studies have found that firms with a high degree of marketing orientation experience improved performance; others have found mixed or nonsignificant results. The marketing orientation of small businesses has not been thoroughly investigated, however. This study of more than 200 small business CEOs examines the marketing orientation levels of small to medium-sized firms (SMEs) as well as the impact of various internal variables (sales/profit performance, company characteristics, and …