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Entrepreneurial marketing decision-making in rapidly internationalising and de-internationalising start-up firms

机译：在快速的国际化和解国际初创企业中的企业营销决策

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This study utilises an effectuation lens to contribute to knowledge involving the entrepreneurial marketing practices of rapidly internationalising firms, following a temporary discontinuation of overseas sales. This is important since earlier studies typically focus on continuing overseas activities, not de-internationalisation. Semi-structured interviews took place with owner-managers of sixteen small, UK based, knowledge-intensive start-ups, before planned re-internationalisation occurred. All management teams were proactive, took risks, exploited innovation and engaged in opportunity-driven plus resource leveraging behaviour. Conversely, creating adequate 'customer value' did not occur. The investigation highlights that in particular contexts, certain facets of an effectuation approach outweigh others and the notion of 'affordable losses' is viewed in both financial and non-financial terms. The study offers unique insights into the need for decision-makers in rapidly internationalising firms to undertake validation of strategies to discover new customers; also, the potential usefulness to lose particular customers, even temporarily, to facilitate enduring entrepreneurial marketing activities.
机译：这项研究利用了生效镜片，促进了涉及迅速国际化公司的创业营销实践的知识，这是在临时停止海外销售的情况下。这是重要的，因为早期的研究通常专注于持续的海外活动，而不是解除国际化。在计划重新国际化发生之前，半结构化访谈与十六名小，英国，英国知识密集型初创企业的主管人员进行。所有管理团队都主动，冒险，利用创新，并从事机会驱动加资源利用行为。相反，没有发生创造足够的“客户价值”。调查突出了特别背景，有效方法的某些方面超过了其他方面，并以财务和非财务术语观察了“经济实惠损失”的概念。该研究提供了独特的见解，以迅速国际化公司对决策者的需求进行识别，验证策略以发现新客户;此外，甚至暂时失去特定客户的潜在有用性，以促进持久的企业家营销活动。

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