Lecture
This lecture covers the fundamentals of entrepreneurial marketing, emphasizing the challenges faced by technology-driven startups in establishing exchange relationships and entering new markets. It discusses the liabilities of newness and smallness, the importance of marketing for startups, and the characteristics of new-to-market products. The lecture also delves into strategic decisions such as segmentation, positioning, product development, pricing, and distribution, providing insights into sustainable competitive advantage and distinctive competence.