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dc.contributor.authorWallnöfer, Maria
dc.contributor.authorHacklin, Fredrik
dc.date.accessioned2017-12-02T15:00:36Z
dc.date.available2017-12-02T15:00:36Z
dc.date.issued2013
dc.identifier.doi10.1016/j.indmarman.2013.05.012
dc.identifier.urihttp://hdl.handle.net/20.500.12127/5793
dc.description.abstractEntrepreneurial marketing has emerged as a recent perspective within the marketing field, taking the challenges and characteristics of small firms and founding teams into account. Specifically, in the early stages of entrepreneurial marketing, besides potential customers a variety of other stakeholders tend to be in the center of attention. Among these stakeholders, business angels as early-stage investors represent a vital target group. In this paper, we aim to shed light on entrepreneurial marketing in the early phases of new venture creation, in which entrepreneurial firms have an inherent need to market the value of a business opportunity toward potential investors. In particular, we contribute to the literature by introducing the business model as a narrative device for the marketing of early-stage new ventures toward potential business angels. In this regard, the business model is suggested as playing a critical role through making the inherent economic value of a technology explicit. Building on narrative theory, we investigate the role that the business model plays in the decision-making process of 17 business angels. Based on our findings, we propose a model that links the business model to a business angel's interpretation of an investment opportunity and discuss implications for theory and practice.
dc.language.isoen
dc.subjectBusiness Angel
dc.subjectEntrepreneurial Marketing
dc.subjectBusiness Model
dc.subjectNarrative
dc.subjectCommunicative Interaction
dc.titleThe business model in entrepreneurial marketing: a communication perspective on business angels' opportunity interpretation
dc.identifier.journalIndustrial Marketing Management
dc.source.volume42
dc.source.issue5
dc.source.beginpage755
dc.source.endpage764
dc.contributor.departmentETH Zurich
vlerick.knowledgedomainEntrepreneurship
vlerick.typearticleVlerick strategic journal article
vlerick.vlerickdepartmentEGS
dc.identifier.vperid222419
dc.identifier.vperid233221
dc.identifier.vpubid7107


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