Design of the “International Entrepreneurial Marketing (IEM) Pattern”: Entrepreneurial Firms of Food Industries Throughout Iran

Abstract

This study aims to present a rational and process-oriented framework originated from the pluralistic standpoint. The primary objective of this framework is to conceptualize the entrepreneurial marketing and entrepreneurs’ marketing methods. For this purpose, a sequential exploratory mixed method was conducted that accomplished two different types of scientific collaborations. Statistical sampling was carried out amongst nineteen out of twenty-one active entrepreneurial firms of Iran’s food industries. Results showed that the pattern of IEM upon an evolutionary basis profited 5 different phases including ‘restricted sales and initial activities of marketing’, ‘suitable and opportunistic sales’, ‘diversified marketing’, ‘profitable and integrated marketing’ and also ‘proactive marketing’. The main components of the considered phases comprised of 6 themes, 23 dimensions and 164 entrepreneurial details supposed to have different specifications during the different periods of time. Meanwhile, a new definition of entrepreneurial marketing has been accordingly presented. The main contribution of this paper is exploring, distinguishing and conceptualizing the “International Entrepreneurial Marketing (IEM)” based on entrepreneurs/owners in this field by using life cycle approach.