Title: Marketing strategies for start-up enterprises: conceptual framework to analyse business performance through cross-sectional metrics

Authors: Ananya Rajagopal; Fernando A. Moya Davila

Addresses: Department of Administrative Sciences, EGADE Business School, Tecnologico de Monterrey, Mexico City, Mexico ' EGADE Business School, Tecnologico de Monterrey, Mexico City, Mexico

Abstract: The major challenges with the start-up enterprises (SUEs) in emerging markets are to explore right opportunities, co-create value, and identify suitable marketing strategies for sustainable growth. Understanding the business eco-system of SUE is essential to analyse the performance of start-ups in reference to marketing metrics. The metrics constitutes various performance indicators, which can be explained in a marketing-mix. These indicators help the SUE in identifying the attributes of consumers and earmarking the potential consumer segments. The research questions have been identified in view of the above rationale, which help in deriving the conceptual framework for marketing strategies for SUEs. This research study is conceptual, towards identifying appropriate marketing strategies for the start-up enterprises engaged in developing digital solution for business-to-business and business-to-consumer marketing segment. The conceptual framework includes literature review, theoretical motivation, research propositions, and research model. This conceptual paper would help in conducting the empirical study in future.

Keywords: start-up enterprise; SUE; organisational design; performance; marketing metrics; minimum viable segment; MVS.

DOI: 10.1504/IJBIR.2020.104821

International Journal of Business Innovation and Research, 2020 Vol.21 No.2, pp.238 - 258

Received: 29 May 2018
Accepted: 04 Aug 2018

Published online: 30 Jan 2020 *

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