Trial-and-error marketing: the role of the customer in tech start-ups
by Fabian Eggers; Deborah Brown McCabe
International Journal of Technology Marketing (IJTMKT), Vol. 11, No. 2, 2016

Abstract: This paper explores the role of a customer- or product-centric focus in young technology firms' decision-making and whether the behaviours of these firms differ from 'textbook' marketing. Data from depth interviews with founders of growth-stage tech start-ups reveal that new product development relies on four key approaches: self-focus, need finding, network creation and utilisation, and middle ground. Their 'trial-and-error marketing' is related to several theoretical constructs from the management, marketing and entrepreneurship literature. This paper provides a set of propositions and managerial implications.

Online publication date: Thu, 31-Mar-2016

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