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Managing Startup Enterprises in Emerging Markets

Leadership Dynamics and Marketing Strategies

Authors: Rajagopal, Ananya

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  • Establishes new research dimensions on convergence of leadership and marketing with various organizational dimensions of micro, small, and medium enterprises
  • Analyzes how unstructured marketing practices reduce the organizational efficiency and the scope of market expansion
  • Uses Latin America as case study for applicability to other emerging markets
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eBook 42,79 €
price for Spain (gross)
  • ISBN 978-3-030-28155-7
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 51,99 €
price for Spain (gross)
  • ISBN 978-3-030-28154-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
About this book

This book provides a comprehensive view of the entrepreneurial dynamics within startups by analyzing their marketing strategies in the context of exploiting new opportunities, enhancing stakeholder values, and protecting their business ecosystem for continuous growth.  Managing startup enterprises is a complex managerial task, as these businesses need to overcome the competition by understanding thoroughly all the moves of rival firms in the local-global markets. This book explores the incidence and severity of problems pertaining to organizational design, marketing strategy, the consumer-centric approach, and the transaction-based approach faced by start-up enterprises in order to improve business performance. This text will motivate future research on managing start-up enterprises in terms of developing efficiency in leadership and achieving market competitiveness and organizational growth. It will serve as an important work to those studying entrepreneurial leadership and marketing.



 

About the authors

Ananya Rajagopal teaches marketing at Anahuac University, Mexico and brand innovation at Universidad La Salle, Mexico. She has completed her doctoral research in Administrative Sciences from EGADE Business School, Tecnológico de Monterrey (ITESM), Mexico. Her central areas of research are entrepreneurship and marketing strategies. 

Table of contents (7 chapters)

Table of contents (7 chapters)

Buy this book

eBook 42,79 €
price for Spain (gross)
  • ISBN 978-3-030-28155-7
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 51,99 €
price for Spain (gross)
  • ISBN 978-3-030-28154-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules

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Bibliographic Information

Bibliographic Information
Book Title
Managing Startup Enterprises in Emerging Markets
Book Subtitle
Leadership Dynamics and Marketing Strategies
Authors
Copyright
2020
Publisher
Palgrave Pivot
Copyright Holder
The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG
eBook ISBN
978-3-030-28155-7
DOI
10.1007/978-3-030-28155-7
Hardcover ISBN
978-3-030-28154-0
Edition Number
1
Number of Pages
XXV, 182
Number of Illustrations
2 b/w illustrations
Topics