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Analysis of market engagement activities - towards a scale development for start-up entrepreneurs

Kreimer, Theresa (2014) Analysis of market engagement activities - towards a scale development for start-up entrepreneurs.

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Abstract:This paper explores the role of market engagement activities for entrepreneurs in the process of starting a business. It develops a theoretical scheme of the customer engagement concept that functions as an initial step in the development of a market engagement scale for start-up entrepreneurs. The main finding of this research is that entrepreneurs are concerned with the market, customers, competitors and technologies in the process of starting their business. They go beyond what is defined as market orientation by actively integrating the customer into the product development processes.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/65222
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