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科技创业月刊, 2018, 31(9): 32-39     doi:10.3969/j.issn.1672-2272.2018.09.009
  创业与经济发展 本期目录 | 过刊浏览 | 高级检索 |
创业营销如何影响新创企业绩效?
朱立冬,刘经涛
安徽师范大学 经济管理学院,安徽 芜湖 241002
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摘要 创业营销作为创业学和营销学两门学科的交叉领域,重点强调超前行动、机会驱动、风险管理、创新性、资源整合以及顾客价值创造等活动,对新创企业绩效具有显著影响作用。通过案例研究的方法,选取专注于森林食品研发、分装及网络自由B2C品牌销售的“三只松鼠”公司作为研究对象,重点验证新创企业的创业营销战略会通过二元创新(利用性创新和探索性创新)这一中介影响新创企业绩效。“三只松鼠”企业的研究结果也验证了这一关系。
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朱立冬
刘经涛
关键词:  创业营销  二元创新  新创企业绩效  三只松鼠    
收稿日期:  2018-07-10                出版日期:  2018-09-25      发布日期:  2018-12-26      整期出版日期:  2018-09-25
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朱立冬,刘经涛. 创业营销如何影响新创企业绩效?[J]. 科技创业月刊, 2018, 31(9): 32-39.
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