search query: @author Gruber, M. / total: 8
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| Author: | Gruber, M. |
| Title: | Research on marketing in emerging firms: key issues and open questions |
| Journal: | International Journal of Technology Management
2003 : VOL. 26:5-6, p. 600-620 |
| Index terms: | Entrepreneurship Small business Marketing R&D Innovation |
| Language: | eng |
| Abstract: | Based on a discussion of the specific challenges of marketing in new ventures and a brief overview on past and current research studies, this article focuses on reviewing research findings on four key topics: Establishing a market orientation, building credibility and trust with stakeholders, establishing marketing alliances and low-cost marketing. |
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