Chapter 7: Entrepreneurial startups
There are several kinds of entrepreneurial startups. Based on the difference between rational and bricoleurial startups, this chapter provides several models and interpretations of various entrepreneurial startups. It continues by discussing important concepts for the rest of the book, such as ‘market’, ‘customer’, ‘user’ and ‘value creation’. It ends by providing the principles for managerial and social phenomenological marketing for entrepreneurs, which is the very duality on which this whole book is based.
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