Grow with the flow: entrepreneurial marketing and thriving young firms

Abstract

There is a common understanding that customer, market and entrepreneurial orientations together and individually impact the success of companies. This paper investigates the impact of these management orientations on the growth of young and innovative companies and focuses thereby on the interface between marketing and entrepreneurship. Connections between the different constructs will be outlined; thereupon, a model of growth antecedents of young and innovative firms will be developed. It will be shown that moderators like the availability of resources and the business environment have an impact on growth potentials and growth trajectories. It turns out that the concept of entrepreneurial marketing can be used to balance different resource configurations and market dynamics to achieve sustainable growth of young and innovative companies.