Title: Strategic marketing planning for opportunity exploitation in young entrepreneurial companies

Authors: Bernadette Sager, Michael Dowling

Addresses: Department of Innovation Management and Technology, University of Regensburg, Universitatsstrasse 31, D-93040 Regensburg, Deutschland. ' Department of Innovation Management and Technology, University of Regensburg, Universitatsstrasse 31, D-93040 Regensburg, Deutschland

Abstract: Both entrepreneurship and marketing theory and practice are opportunity driven. To exploit opportunities, entrepreneurial companies need to apply so-called professional management instruments, such as strategic marketing planning (SMP). SMP seems to be especially important for young companies in growth industries market. However, research has not addressed whether entrepreneurial companies use SMP, under what conditions and with what effect on performance. In this study we identified and tested antecedents of SMP in young companies in Germany. In our model, we developed a multidimensional model of SMP and tested a series of hypotheses using data gathered from 157 entrepreneurial companies. We found out that environmental uncertainty, external capital and managerial experience and, to some extent, top management team size and intentions to change are linked positively to the use of SMP in such firms.

Keywords: strategic marketing; strategic planning; entrepreneurship; opportunity exploitation; young companies; entrepreneurial companies; Germany.

DOI: 10.1504/IJEV.2009.023822

International Journal of Entrepreneurial Venturing, 2009 Vol.1 No.1, pp.88 - 107

Published online: 13 Mar 2009 *

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