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Marketing activity of international new ventures – application of the EMICO framework

Izabela Kowalik (Szkola Glowna Handlowa w Warszawie, Warszawa, Poland)
Lidia Danik (Szkola Glowna Handlowa w Warszawie, Warszawa, Poland)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 19 November 2018

Issue publication date: 14 June 2019




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.


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.


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.


The paper recommends a modified list of EMICO elements for use in future studies concerning the small- and medium-sized enterprise internationalization.



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.


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.



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