Session

Management Business and Economics

Description

Start-ups are essential to a thriving economy, significantly contributing to economic growth and job creation. As a result, laws that encourage entrepreneurship and the founding of new companies are essential to the economic growth of a nation. However, for there to be more economic opportunities in the end, a significant number of start-ups must survive and thrive in the market (Claes M. Hultman, 2010). Entrepreneurial marketing in start-ups acknowledges the unique business environments these firms operate in, along with the innovative, proactive, and opportunistic mindset of entrepreneurs. Marketing practices in start-ups tend to be more creative, instinctive, informal, and unstructured, often characterized by a degree of chaos and spontaneity (Robert.D Hisrich; Veland Ramadani, 2018). This research introduces and elucidates the concepts of entrepreneurship and marketing, followed by an exploration of their interplay. The study aims to investigate the relationship between various dimensions of entrepreneurial marketing and performance measures in start-ups. It also examines marketing strategies employed by start-up enterprises to identify optimal growth avenues (Gilmore, 2013). Findings from the qualitative study indicate that start-ups face limited government support and operate within a challenging business environment. Although the trend of opening start-up businesses is growing, still it is suggested that the Kosovo government implement effective programs to encourage young people to start their own businesses in order to generate income and job opportunities. For further research, five dimensions of entrepreneurial marketing are recommended: customer, market, entrepreneurial, innovation, and influence orientations.

Keywords:

Entrepreneurial marketing; Innovativeness; Performance; Start-up; Customer orientation.

Proceedings Editor

Edmond Hajrizi

ISBN

978-9951-982-15-3

Location

UBT Lipjan, Kosovo

Start Date

25-10-2024 9:00 AM

End Date

27-10-2024 6:00 PM

DOI

10.33107/ubt-ic.2024.31

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Oct 25th, 9:00 AM Oct 27th, 6:00 PM

THE ROLE OF ENTREPRENEURIAL MARKETING IN DRIVING STARTUP SUCCESS: A CASE STUDY OF KOSOVO

UBT Lipjan, Kosovo

Start-ups are essential to a thriving economy, significantly contributing to economic growth and job creation. As a result, laws that encourage entrepreneurship and the founding of new companies are essential to the economic growth of a nation. However, for there to be more economic opportunities in the end, a significant number of start-ups must survive and thrive in the market (Claes M. Hultman, 2010). Entrepreneurial marketing in start-ups acknowledges the unique business environments these firms operate in, along with the innovative, proactive, and opportunistic mindset of entrepreneurs. Marketing practices in start-ups tend to be more creative, instinctive, informal, and unstructured, often characterized by a degree of chaos and spontaneity (Robert.D Hisrich; Veland Ramadani, 2018). This research introduces and elucidates the concepts of entrepreneurship and marketing, followed by an exploration of their interplay. The study aims to investigate the relationship between various dimensions of entrepreneurial marketing and performance measures in start-ups. It also examines marketing strategies employed by start-up enterprises to identify optimal growth avenues (Gilmore, 2013). Findings from the qualitative study indicate that start-ups face limited government support and operate within a challenging business environment. Although the trend of opening start-up businesses is growing, still it is suggested that the Kosovo government implement effective programs to encourage young people to start their own businesses in order to generate income and job opportunities. For further research, five dimensions of entrepreneurial marketing are recommended: customer, market, entrepreneurial, innovation, and influence orientations.