An Exploratory Study on Successful Factors of Entrepreneurial Marketing in Start-up

스타트업의 앙트레프레니얼 마케팅 성공요인에 관한 탐색적 연구

  • Byun, Chung Gyu (Department of Business, Gyeongnam National University of Science and Technology) ;
  • Ha, Hwan Ho (Department of Business, Gyeongnam National University of Science and Technology)
  • 변충규 (경남과학기술대학교 경영학과) ;
  • 하환호 (경남과학기술대학교 경영학과)
  • Received : 2020.03.10
  • Accepted : 2020.04.23
  • Published : 2020.04.30

Abstract

This study conducted an exploratory study to derive the success factors of entrepreneurial marketing for startups. Through Delphi analysis, we derived the items of proactive orientation, risk management, innovation, opportunity driven, resource leveraging, customer intensity, value creation, price setting, marketing communication, channel management, product development, sales and marketing information management. The importance and execution of success factors were measured through IPA analysis. The first quadrant(keep up the good work) has proactive orientation, risk management, resource leveraging, customer intensity. The second quadrant(concentrate here) has innovation. The third quadrant(low priority) has channel management, sales, marketing information management. The fourth quadrant(possible overkill) has prices setting, product development. These results showed that the success factors of startup's entrepreneurial marketing were proactive orientation, risk management, innovation, opportunity driven, resource leveraging, customer intensity and value creation.

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