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首页> 外文期刊>International Journal of Technology Management: The Journal of the Technology Management of Technology, Engineering Management, Technology Policy and Strategy >Entrepreneurial success and low-budget internet exposure: the case of online-retailing
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Entrepreneurial success and low-budget internet exposure: the case of online-retailing

机译：创业成功和低预算的互联网曝光：在线零售的案例

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摘要

Online-retailing might be regarded as a Solution to the challenge of becoming and remaining competitive in an evolutionary and dynamic economic environment, especially for entrepreneurs. Theoretical requirements concerning online-retailing, that are discussed in the common literature are mostly not appropriate for newly founded enterprises. They are very extensive and to bring them to fruition often involves financial resources entrepreneurs cannot obtain. The aim of this paper is to fill the seeming research gap in literature on low-budget marketing, especially internet marketing. Regarding entrepreneurial companies and empirical literature, the central propositions of this paper maintain that, firstly, low-budget internet exposures of entrepreneurial firms are successful mainly in a market niche, and secondly, that they evolve corresponding to the company's development. Theoretical approaches taken into consideration are the resource-based view to analyse the capability of development in the context of the life-cycle model.
机译：在线零售可能被视为解决方案，以应对在不断变化的动态经济环境中（尤其是对于企业家）如何保持竞争力的挑战。普通文献中讨论的有关在线零售的理论要求通常不适用于新成立的企业。它们非常广泛，要实现它们通常涉及企业家无法获得的财务资源。本文的目的是填补有关低预算营销（尤其是网络营销）的文献研究方面的空白。关于创业公司和经验文献，本文的主要观点认为，首先，创业公司的低预算互联网曝光主要在市场细分市场中是成功的;其次，随着公司的发展，它们的发展也不断。所考虑的理论方法是基于资源的视图，用于在生命周期模型的上下文中分析开发能力。

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