Marketing activity of international new ventures – application of the EMICO framework
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 19 November 2018
Issue publication date: 14 June 2019
Abstract
Purpose
One of the approaches to study entrepreneurial marketing (EM) is the EMICO framework. The extant studies have not yet explored the application of this framework by international new ventures (INVs). To address this research gap, four Polish INVs from medium-tech sector have been studied to check whether this tool can be applied to investigate the companies from Central and Eastern European Countries and identify the hierarchy of elements in the EMICO framework.
Design/methodology/approach
Using semi-structured interviews and the card game method, the understanding and importance of the EM concept elements by the Polish entrepreneurs have been explored. The collected text has been analyzed using qualitative data analysis software.
Findings
The studied INVs in their international marketing activity attributed most importance to understanding and responsiveness toward customers, networking, innovation introductions based on gathering of information and on the constant communication with clients. Most of the EMICO framework dimensions were confirmed; however, the concepts of “exploiting markets” and “integration of business processes” had minor importance for marketing.
Research limitations/implications
Research findings are relevant mainly for the B2B companies.
Originality/value
The paper recommends a modified list of EMICO elements for use in future studies concerning the small- and medium-sized enterprise internationalization.
Keywords
Acknowledgements
The research was supported by the National Science Centre, Poland; grant “The EM concept and accelerated internationalization of new ventures. Antecedents, elements and outcomes”, no. 2015/19/B/HS4/01728.
Citation
Kowalik, I. and Danik, L. (2019), "Marketing activity of international new ventures – application of the EMICO framework", Journal of Business & Industrial Marketing, Vol. 34 No. 4, pp. 779-791. https://doi.org/10.1108/JBIM-02-2018-0079
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited