Designing the entrepreneurial marketing model based on the life stages of e-startups in Iran

Document Type : Research Paper

Authors

1 Department of Entrepreneurship, Qazvin Branch, Islamic Azad University, Qazvin, Iran.

2 Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.

Abstract

The present study seeks to answer the fundamental question of how an entrepreneurial business uses marketing as a tool for development in a situation where there is no market for it yet or when it is in various stages of growth. To take. The research approach is qualitative and is exploratory in terms of nature and applied in terms of purpose. In this research, phenomenological research strategy has been used and the data collection tool has been in-depth interview. The statistical population of this study is Iranian entrepreneurs active in the field of electronic startups until the end of September 1400 and purposive sampling method has been used. A total of 8 in-depth phenomenological interviews were conducted and data collected. Finally, 51 categories have been identified and categorized in the form of 5 main themes. According to the results of the present study, the set of activities that entrepreneurs perform in each stage of their business life in the face of the market will be different. The above differences can be seen in how market opportunities are discovered, marketing goals, available resources, target market selection and marketing mix composition. The result is that entrepreneurs in the face of the market and even earlier when deciding on their product or service to introduce to the market according to their knowledge, assets and abilities.

Keywords

References

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Journal of Entrepreneurship Development
Volume 15, Issue 4 - Serial Number 58
February 2023
Pages 643-653

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