scholarly journals The Role of Marketing Research for Entrepreneurship

2007 ◽  
Vol 6 (2) ◽  
pp. 25-37
Author(s):  
Jyotirmoy Ghosh ◽  
G Anjaneyaswamy
Keyword(s):  
Life Cycle ◽  
Market Research ◽  
Planning Process ◽  
Marketing Research ◽  
New Product ◽  
Entrepreneurial Marketing ◽  
Actual Experience ◽  
Marketing Decision ◽  
Start Up

Marketing research is defined as "the systematic and objective process of gathering, recording, and analyzing data for aid in making marketing decision." The essence of marketing research is to provide information used in decision making, and for the entrepreneur; there are fundamental differences between market information needed prior to start up and after a firm is established. Prior to opening for business, the entrepreneur wants to know whether a market exist for a new product or service, who is likely to be a primary customer, how to position the enterprise in a market, and how the product or service will be priced, promoted and distributed. Addressing these issues become part of the pre start up planning process. Once a firm has become established, much of this information is authenticated through actual experience, and market research expands to include a continuous competitive analysis.An effort has been made to demonstrate the above mentioned characteristics of marketing research undertaken by the entrepreneurs. The first half of the article portrays an effective framework of the methodology for marketing research. Entrepreneurial marketing research differs from its normal counterpart. These exclusive features are expressed and discussed in details. In the second part of the article, an effort has been made to narrate the nature of marketing research that can be ideally applied to all the different stages of successful venture life cycle. The functioning of all the different stage of the life cycle are discussed with the corresponding marketing research techniques that can be ideally applied, being expressed.

Exploring the role of business relationships in start-ups’ life cycles

IMP Journal ◽  
2018 ◽  
Vol 12 (3) ◽  
pp. 519-543
Author(s):  
Chiara Cantù ◽  
Sepe Giorgia ◽  
Alessandra Tzannis
Keyword(s):  
Life Cycle ◽  
Secondary Data ◽  
Life Cycles ◽  
Business Relationships ◽  
Structured Interviews ◽  
Content Type ◽  
Strategic Resources ◽  
Start Up ◽  
Start Ups

Purpose Differently from previous works that focused on the entrepreneur and on his ability to manage social relationships, the purpose of this paper is to investigate the role of business relationships in the different stages of the life cycle of a start-up. Design/methodology/approach Since the paper aims to explore startups’ evolutionary phenomenon, it adopts a qualitative abductive methodology, presenting an in-depth study of two innovative Italian start-ups. The research is based on two steps. In the first one, the authors collected secondary data from start-ups’ reports and documents, financial indicators (when available) and processed them to understand their background. In the second one, the authors conducted ten semi-structured interviews, including face-to-face interviews, phone interviews and video conferences. Findings The paper presents a relationship-based life cycle model composed of four different stages, depending on the number and role of relationships developed. Indeed, since the beginning, start-ups adopt a relational approach and their evolution involves the shift from the focus on the entrepreneur to the centrality of a network approach based on interconnected relationships. The entering into a new stage of life cycle depends on relationships, mainly based on connected actors and resources shared and combined. Even if a key role is assumed by technology, the main resource is identified in the knowledge concerning the customer/user’s needs that require marketing competencies, human resources, relational capabilities. Thus, the shift from one stage to the next in the start-up’s life cycle is possible thanks to a parallel shift from a focus on the activities to a focus on those strategic and heterogeneous actors that ensure activities. Originality/value In a traditional perspective, the start-up’s life cycle depends on activities, financial resources and revenues, as stated by previous life cycle models. In a different perspective, as depicted in our analysis, the evolution of a start-up depends on the portfolio of their business relationships. The role of business relationships is hence to facilitate the interconnections within specialized key actors, which allow start-ups to access strategic resources. These resources are essential in order to develop the activities that characterize the specific stage of the life cycle.

The Role of Cross-cultural Analysis in Choosing the International Marketing Strategy of Adaptation or Standardization

10.12737/2497 ◽  
2014 ◽  
Vol 2 (3) ◽  
pp. 54-58 ◽  
Author(s):  
Щепеткова ◽  
D. Shchepetkova
Keyword(s):  
Marketing Research ◽  
New Product ◽  
International Markets ◽  
Cultural Analysis ◽  
Cross Cultural ◽  
Foreign Products ◽  
International Marketing Strategy ◽  
Cultural Marketing ◽  
A Company

Nowadays most of the companies successfully sell goods by crossing the borders of the domestic country. However international corporations often face problems, connected with cultural differences in consumer behavior as well as distinctions in their perception of foreign products. Thus, for achieving the success on the international markets, a company should take precise actions before launching a new product, selecting appropriate marketing strategies and carrying out cross-cultural marketing research.

scholarly journals Key determinants of organisational silence for non-standard workers

2016 ◽  
Vol 54 (6) ◽  
pp. 1522-1538 ◽  
Author(s):  
Willam Joseph Pirie
Keyword(s):  
Life Cycle ◽  
Academic Research ◽  
Limited Liability ◽  
Future Contract ◽  
Structured Interviews ◽  
Diverse Range ◽  
Content Type ◽  
Start Up ◽  
The Impact

Purpose – The purpose of this paper is to identify the key determinants of organisational silence from the perspective of non-standard workers (NSWs). The study focuses on three research themes: first, analysing the experiences motivating NSWs to remain silent; second, analysing the role of the NSW life cycle in the motivation to remain silent, the final theme is evaluation of the impact on organisational voice of an organisation employing a workforce in which NSWs and standard workers (SWs) are blended. Design/methodology/approach – The study utilises a phenomenological approach, as defined by Van Manen (2007), to collect and analyse the phenomenon of organisational silence from the perspective of NSWs. The NSWs are defined as individuals operating via Limited Liability UK registered companies created for the purpose of delivering services to organisations via a contract of services. This study employed a combination of phenomenology and hermeneutics to collect and analyse the data collected from the NSWs using semi-structured interviews (Lindseth and Norberg, 2004). Findings – The study concludes with three core findings. NSWs experience similar motivational factors to silence as experienced by standard workers (SWs). The key differential between a SW and a NSW is the role of defensive silence as a dominant motivator for a start-up NSW. The study identified that the reasons for this is that new NSWs are defensive to protect their reputation for any future contract opportunities. In addition, organisations are utilising the low confidence of new start up NSWs to suppress the ability of NSWs to voice. The research indicates how experienced NSWs use the marketing stage of their life cycle to establish voice mechanisms. The study identified that NSWs, fulfiling management and supervisory roles for organisations, are supporting/creating climates of silence through their transfer of experiences as SWs prior to becoming NSWs. Research limitations/implications – This study is a pilot study, and the findings from this study will be carried forward into a larger scale study through engagement with further participants across a diverse range of sectors. This study has identified that there is a need for further studies on organisational silence and NSWs to analyse more fully the impact of silence on the individuals and the organisation itself. A qualitative phenomenological hermeneutical study is not intended to be extrapolated to provide broad trends. The focus of the phenomenological hermeneutic research methodology is on describing and analysing the richness and depth of the NSW’s experiences of silence in organisational settings. Originality/value – This paper draws together the studies of worker classification, motivators for organisational silence, and the impact of blending SWs and NSWs in an organisational setting. The study demonstrates that academic research to date has focused predominantly on SWs to the exclusion of the 1.5 million, and growing, NSWs in the UK. This study examines these under-represented workers to analyse the participants’ experiences of organisational silence, and its consequences in organisational settings, demonstrating a need for further studies.

The Role of Haptic Technology in the Development of Aesthetic Driven Products

2008 ◽  
Vol 8 (4) ◽  
Author(s):  
Monica Bordegoni ◽  
Umberto Cugini
Keyword(s):  
Life Cycle ◽  
Product Development ◽  
Digital Technology ◽  
New Product ◽  
Haptic Interface ◽  
Object Surface ◽  
Shape Modification ◽  
Development Life Cycle ◽  
Haptic Technology

This paper presents a haptic system the authors have developed for shape exploration in the field of industrial design. The system consists of a novel haptic-based digital technology, allowing designers to add the tactile experience to the visual one. The haptic interface developed allows designers to see and haptically feel through free hand motions an object surface during its creation and evolution. The system closes the loop of shape modification and its subsequent evaluation: It is possible to evaluate the “what if” related to a new product shape, applying the modification and comparing the solutions more and more times, and generate and maintain different versions. That improves the level of interaction of designers with the digital models, exploits their skills, and shortens the product development life cycle.

The Role of Marketing Research during Drug Development

1992 ◽  
Vol 22 (2) ◽  
pp. 295-303
Author(s):  
Nicholas Bartone
Keyword(s):  
Drug Development ◽  
Marketing Research ◽  
New Product ◽  
Product Positioning ◽  
Regulatory Requirements ◽  
Trade Name ◽  
Therapeutic Needs ◽  
Phase Ii And Iii ◽  
Selection Of

The benefits that can be derived from the conduct of marketing research during the drug development process are readily obtainable. During the early stages of drug development, marketing research can provide guidance regarding the identification of promising therapeutic areas, the design of Phase II and III trials, and the decision regarding whether to proceed with development. Marketing research can allow for the creation of a product which meets not only the regulatory requirements of the FDA, but the therapeutic needs of the marketplace. Later in the development track, marketing research contributes to formation of a product positioning, selection of a trade name, establishment of a pricing strategy and measurement of initial marketplace receptivity to the new product. It is hoped that this article provides a better appreciation of marketing research techniques and encourages their expanded use.

The Neglected Alliance: Human Factors and Market Research

1976 ◽  
Vol 20 (5) ◽  
pp. 113-117
Author(s):  
Thomas G. Cannon ◽  
Ronald W. Hasty
Keyword(s):  
Product Development ◽  
Human Factors ◽  
New Product Development ◽  
Marketing Research ◽  
New Product ◽  
Consumer Products ◽  
Product Attributes ◽  
Specific Product ◽  
Human Factors Research

The traditional role of human factors has been to support engineering activity in relating man to machines. This relationship has been uncritically accepted as appropriate in the consumer product area with the result that most human factors activity takes place during engineering development. The human factors specialist in such circumstances often finds that proper weight is not given to human factor requirements when they conflict with engineering goals. Many of these conflict problems faced by human factors specialists in achieving acceptance by manufacturers of consumer products could be resolved by demonstrating that human factors research can complement and expand the role of marketing research as it relates to new product development. Marketing research has developed as a specialized communications function to obtain and analyze information about the market and the companies' product, promotion, distribution, and pricing activities in serving it. The role of marketing research relative to product planning varies by company, many, if not most, major firms use marketing research to define the market in terms of types, numbers, and kinds of customers, customer needs regarding a product category, what products are satisfying those needs, the important product attributes, and the standards used by consumers to evaluate the efficiency of the product. This paper focuses on the areas where the role of marketing research in new product development has been ill defined. A complementary role for human factors methodology in defining new product opportunities and specific product attributes is postulated. Suggestion's are made for promoting greater awareness among marketing specialists of the benefits offered by the use of human factors research.

scholarly journals The study of the correspondence of marketing instruments to the stages of the start-up life cycle

2018 ◽  
Vol 239 ◽  
pp. 07004
Author(s):  
Svetlana Nikiforova
Keyword(s):  
Life Cycle ◽  
Empirical Study ◽  
Market Research ◽  
Empirical Studies ◽  
Digital Tools ◽  
Expert Interviews ◽  
Russian Market ◽  
The Sustainable Development ◽  
Start Up ◽  
Start Ups

The article is devoted to the results of an empirical study of the correspondence of market research methods and promotion tools to the stages of the life cycle of start-ups on the Russian market. The authors’ model of the life cycle of the start-up, consisting of eight stages, is grounded. The authors present the results of an empirical study, consisting of expert interviews and a quantitative survey. A model for the correspondence of marketing instruments to the stages of the life cycle of a start-up is compiled. It is proved that in the process of development of a start-up, the number of marketing instruments used (especially digital tools) should increase at every stage of its life cycle. Based on the results of a desk and empirical studies, a system of criteria and a tool for assessing the sustainable development of a startup at various stages of its life cycle are proposed.

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