THE INFLUENCE OF ENTREPRENEURIAL MARKETING IN START-UP BUSINESSES, CASE STUDY KOSOVO

Abstract

Start-ups are the backbone of any thriving economy because they make a significant contribution to both economic growth and job creation. As a result, a policy that encourages the formation of entrepreneurs and start-up businesses contributes to a country's economic development. However, this is based on the assumption that a significant number of start-ups will survive and grow in the market, resulting in economic growth and job opportunities.

Entrepreneurial marketing in start-up businesses takes into account the firm's unique business environment as well as entrepreneurs' innovative, proactive, and opportunistic approach to business. Marketing practices and decision making in start-up businesses appear to be more creative, alternative, instinctive, informal, unstructured, chaotic, and unplanned. In this research, concepts of entrepreneurship and marketing are introduced, explained and followed by a discussion of how they interact. The objective of study was to examine the relationship between entrepreneurial marketing dimensions, start-ups performance measures, examine start-up enterprises' marketing plans in light of entrepreneurial marketing to identify the best ways for their growth. According to the findings of the qualitative study, start-ups have limited government support and a hostile business environment.
Although the trend of opening start-up businesses is growing, still it is suggested that the Kosovo government implement effective programs to encourage young people to start their own businesses in order to generate income and job opportunities. For further research, five dimensions of entrepreneurial marketing are recommended: customer, market, entrepreneurial, innovation, and influence orientations.