Overview
- Establishes new research dimensions on convergence of leadership and marketing with various organizational dimensions of micro, small, and medium enterprises
- Analyzes how unstructured marketing practices reduce the organizational efficiency and the scope of market expansion
- Uses Latin America as case study for applicability to other emerging markets
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Table of contents (7 chapters)
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Front Matter
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Back Matter
Keywords
About this book
This book provides a comprehensive view of the entrepreneurial dynamics within startups by analyzing their marketing strategies in the context of exploiting new opportunities, enhancing stakeholder values, and protecting their business ecosystem for continuous growth. Managing startup enterprises is a complex managerial task, as these businesses need to overcome the competition by understanding thoroughly all the moves of rival firms in the local-global markets. This book explores the incidence and severity of problems pertaining to organizational design, marketing strategy, the consumer-centric approach, and the transaction-based approach faced by start-up enterprises in order to improve business performance. This text will motivate future research on managing start-up enterprises in terms of developing efficiency in leadership and achieving market competitiveness and organizational growth. It will serve as an important work to those studying entrepreneurial leadership and marketing.
Authors and Affiliations
About the author
Ananya Rajagopal teaches marketing at Anahuac University, Mexico and brand innovation at Universidad La Salle, Mexico. She has completed her doctoral research in Administrative Sciences from EGADE Business School, Tecnológico de Monterrey (ITESM), Mexico. Her central areas of research are entrepreneurship and marketing strategies.
Bibliographic Information
Book Title: Managing Startup Enterprises in Emerging Markets
Book Subtitle: Leadership Dynamics and Marketing Strategies
Authors: Ananya Rajagopal
DOI: https://doi.org/10.1007/978-3-030-28155-7
Publisher: Palgrave Pivot Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2020
Hardcover ISBN: 978-3-030-28154-0Published: 23 October 2019
eBook ISBN: 978-3-030-28155-7Published: 12 October 2019
Edition Number: 1
Number of Pages: XXV, 182
Number of Illustrations: 2 b/w illustrations
Topics: Start-Ups/Venture Capital, Business Strategy/Leadership, Innovation/Technology Management, Marketing