Abstract
ABSTRACT This longitudinal study aims to bring new insight into the comprehension of the management behaviors of the craftsman and the opportunistic entrepreneurs in the case of newly created manufacturing firms, taking into account the role of the marketing function. Seventy owner-managers were interviewed and the results about the “business knowledge before starting up” indicate that two variables allow to discriminate between the opportunistic and the craftsman entrepreneurs. Other results indicate that the management of the opportunistic entrepreneur deals with more functions (production, marketing and finance) then the management of the craftsman entrepreneur (production). Some marketing management behaviors allow discrimination between these two types of entrepreneurs during the first year of operation of the firm.
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