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China’s economic growth looks strong. Maybe too strong
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Entrepreneurial marketing: conceptual exploration and link to performanceJournal of Research in Marketing and Entrepreneurship, 15
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Entrepreneurial marketing: a strategy for the twenty‐first century?Journal of Research in Marketing and Entrepreneurship, 13
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The role of mindfulness in entrepreneurial market analysisJournal of Research in Marketing and Entrepreneurship, 16
Peter Whalen, Can Uslay, Vincent Pascal, Glenn Omura, A. McAuley, C. Kasouf, Rosalind Jones, Claes Hultman, G. Hills, David Hansen, A. Gilmore, J. Giglierano, Fabian Eggers, J. Deacon (2016)
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PurposeThis paper aims to present the challenges faced by a small startup as entrepreneurship and marketing intersect to influence the success or failure of the venture. The entrepreneurial marketing focus of the case provides a deeper understanding of the practice-based interface of these two disciplines. The case focuses on the vision of two entrepreneurs and how they use the value creation process of opportunity recognition, evaluation and development to design a consulting service for Canadian firms that want to do business in China. It also provides insight on the difficulty of creating, communicating, selling and delivering a new consulting service to the Canadian business community.Design/methodology/approachThe case is based on extensive interviews with QiaoLinx Inc.’s founders, relevant others and secondary data including press releases, social media and promotional material.FindingsThe events, issues and questions presented to track the entrepreneurial actions and marketing process of a startup from concept to market to tipping-point. The case is intended to serve as an instructional platform that encourages deductive reasoning in analyzing and synthesizing the application of entrepreneurship and marketing theories.Originality/valueThis teaching case can be used in undergraduate or graduate courses in entrepreneurship, marketing, new venture creation and international business. Researchers, faculty, practitioners and students can use the case to engage in a discussion on the underlying theories of entrepreneurship and marketing.
Journal of Research in Marketing and Entrepreneurship – Emerald Publishing
Published: May 2, 2020
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