Managing Startup Enterprises in Emerging Markets
Leadership Dynamics and Marketing Strategies
Authors: Rajagopal, Ananya
Free Preview- 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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- About this book
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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.
- About the authors
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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.
- Table of contents (7 chapters)
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Understanding Start-Up Enterprises
Pages 1-20
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Entrepreneurial Evolution at the Bottom of the Pyramid
Pages 21-43
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Epistemological Endorsement to Small Enterprises and Markets
Pages 45-82
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Cognitive Determinants of Entrepreneurial Leadership
Pages 83-121
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Market Orientation and Performance of Micro-Enterprises
Pages 123-159
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Table of contents (7 chapters)
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Bibliographic Information
- Bibliographic Information
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- Book Title
- Managing Startup Enterprises in Emerging Markets
- Book Subtitle
- Leadership Dynamics and Marketing Strategies
- Authors
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- Ananya Rajagopal
- Copyright
- 2020
- Publisher
- Palgrave Pivot
- Copyright Holder
- The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG
- eBook ISBN
- 978-3-030-28155-7
- DOI
- 10.1007/978-3-030-28155-7
- Hardcover ISBN
- 978-3-030-28154-0
- Edition Number
- 1
- Number of Pages
- XXV, 182
- Number of Illustrations
- 2 b/w illustrations
- Topics
