Trial-and-error marketing: the role of the customer in tech start-ups


          

刊名：International Journal of Technology Marketing
作者：Fabian Eggers（Department of Marketing, Menlo College）
Deborah Brown McCabe（Department of Marketing, Menlo College）
刊号：294LD022
ISSN：1741-878X
出版年：2016
年卷期：2016, vol.11, no.2
页码：149-164
总页数：16
分类号：F405
关键词：Trial-and-error marketing；Technology firms；Effectuation；Improvisation；Qualitative methodology
参考中译：
语种：eng
文摘：This paper explores the role of a customer- or product-centric focus in young technology firms' decision-making and whether the behaviours of these firms differ from 'textbook' marketing. Data from depth interviews with founders of growth-stage tech start-ups reveal that new product development relies on four key approaches: self-focus, need finding, network creation and utilisation, and middle ground. Their 'trial-and-error marketing' is related to several theoretical constructs from the management, marketing and entrepreneurship literature. This paper provides a set of propositions and managerial implications.



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