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Author ORCID Identifier
Campus-Only Access for Five (5) Years
Doctor of Philosophy (PhD)
Year Degree Awarded
Month Degree Awarded
Thomas G. Brashear Alejandro
Francisco Villarroel Ordenes; Tanya (Ya) Tang
Business Analytics | Entrepreneurial and Small Business Operations | Marketing | Strategic Management Policy
Nearly 500,000 new ventures are founded in the US each year by entrepreneurs who seek to turn their ideas into high performing businesses. However, a great majority of them fail before introducing any products/services into the market. A recent survey by Fortune shows that the founders of failed ventures believe insufficient capital is one of the most salient reasons for their failure (Fortune 2014).
Despite the importance of raising capital in the growth-stage of new ventures, there is sparse literature about the role of marketing in the process of acquiring financial resources. This gap is particularly important because new ventures are frequently not equipped with conventional marketing resources such as brands, customer relationship management, or marketing and sales organizational processes. In the present dissertation, it is posited that new ventures are able to enhance performance in receiving external funding by employing their marketing specific capabilities and marketing disclosures.
Chapter 2 focuses on the market-based assets of new ventures and argues that possessing intellectual and relational capabilities increases performance reflected in the raising external financial capitals. Intellectual capability uses marketing knowledge inside new ventures and changes them into marketing outcomes. Further, relational capability relates to the employment of business relationships of new ventures and raises financial resources. Together, intellectual and relational capabilities lead to higher financial performance in the form of raising capital.
Chapter 3 explores the influence of a new venture’s marketing disclosures on its performance in acquiring financial resources from investors. Particularly, the focus of this chapter is on the certainty and differentiation within marketing disclosures of new ventures. Certainty relates to the confidence of new ventures in overcoming challenges in developing their innovation. Differentiation reflects the extent the new ventures distinguish themselves from other firms in the market. In this chapter, it is posited that certainty and differentiation are positively related to the performance of new ventures in acquiring financial resources. Finally, chapter 4 summarizes findings of the two studies.
Rajabi, Reza, "ESSAYS ON MARKETING IN NEW VENTURES" (2019). Doctoral Dissertations. 1641.
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