Impact of Marketing Activities in the Early Years of a Firm’s Life on Its Future Performance

Revista de Empreendedorismo e Gestão de Pequenas Empresas – REGEPE

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Field Value
 
Title Impact of Marketing Activities in the Early Years of a Firm’s Life on Its Future Performance
 
Creator Camargo Filho, Altair
Borges Junior, Candido Vieira
 
Subject Entrepreneurial Process; Future Performance; Marketing activities; PSED
 
Description The aim of this paper was to analyze in which year, after launching a new venture, marketing activities (dialogue with customers and engaging in promotional efforts) impact its future performance. To do so, logistic regression models were created in which the dependent variables considered as performance were survival and firm profitability. The independent variables considered were dialogue with customers and engaging in promotional efforts. The sample consisted of data collected in a longitudinal survey of 1,214 American nascent entrepreneurs, who formed the Panel Study of Entrepreneurial Dynamics II (PSED II). The beginning of marketing activities in the firm’s first and second years was related to its performance in the second, third and fourth years. The results of this research show that the first year of operation is the optimal time for the entrepreneur to initiate dialogue with customers. They also show that engaging in promotional efforts in the firm’s first year of operation leads to strong performance in subsequent years.
 
Publisher Revista de Empreendedorismo e Gestao de Pequenas Empresas - REGEPE
 
Contributor Fundação de Amparo à Pesquisa do Estado de Goiás
 
Date 2019-01-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion


 
Format application/pdf
 
Identifier http://www.regepe.org.br/regepe/article/view/1263
10.14211/regepe.v8i1.1263
 
Source Iberoamerican Journal of Entrepreneurship and Small Business; v. 8, n. 1 (2019): Janeiro - Abril; 01-23
REGEPE - Revista de Empreendedorismo e Gestão de Pequenas Empresas; v. 8, n. 1 (2019): Janeiro - Abril; 01-23
2316-2058
 
Language eng
 
Relation http://www.regepe.org.br/regepe/article/view/1263/pdf
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Rights Direitos autorais 2018 REGEPE - Revista de Empreendedorismo e Gestão de Pequenas Empresas
https://creativecommons.org/licenses/by-nc-nd/4.0
 

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