Open AccessEntrepreneurial Marketing and Change Readiness
Author(s) -
Jehiel Zif
Publication year - 2018
Publication title -
journal of management and strategy
Language(s) - English
Resource type - Journals
eISSN - 1923-3973
pISSN - 1923-3965
DOI - 10.5430/jms.v10n1p38
Subject(s) - adaptation (eye) , marketing , new ventures , business , interpretation (philosophy) , process management , entrepreneurship , knowledge management , computer science , psychology , finance , neuroscience , programming language
The paper outlines the critical rational of change readiness for entrepreneurial ventures. It is very difficult for innovative startups to assess correctly customers’ response prior to actual entry. The probability of success increases when the venture adapts quickly to the feedback derived from users.It is proposed that a proper and timely adaptation can be directed by applying systematic elements of change readiness. These elements are discussed with special attention to the unique characteristics of information gathering and interpretation in the case of new innovative products.