What Do Customers Demand? Inclusive and Sustainable Entrepreneurial Marketing

João Carvalho, João Carvalho

2024

Abstract

There is a lack of research that links start-ups' entrepreneurial marketing with the increased customers' demand for inclusivity and sustainability. This paper proposes and substantiates a new conceptual model – Inclusive and Sustainable Entrepreneurial Marketing. This model includes the context and resources as the base for value creation; objectives and entrepreneurial will for developing a business model, followed by planned and unplanned actions, and inclusivity and societal sustainability as the significant impacts. The empirical substantiation of the model followed a design-science approach and was done through 55 interviews with entrepreneurs. Most entrepreneurs do not consider societal sustainability and inclusivity as primary objectives. However, these goals present an increased prevalence among the customers' current requirements. This paper contributes to the theoretical and empirical development of entrepreneurial marketing studies.

Paper Citation

in Harvard Style

Carvalho J. (2024). What Do Customers Demand? Inclusive and Sustainable Entrepreneurial Marketing. In Proceedings of the 6th International Conference on Finance, Economics, Management and IT Business - Volume 1: FEMIB; ISBN 978-989-758-695-8, SciTePress, pages 13-24. DOI: 10.5220/0012201900003717

in Bibtex Style

@conference{femib24,
author={João Carvalho},
title={What Do Customers Demand? Inclusive and Sustainable Entrepreneurial Marketing},
booktitle={Proceedings of the 6th International Conference on Finance, Economics, Management and IT Business - Volume 1: FEMIB},
year={2024},
pages={13-24},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0012201900003717},
isbn={978-989-758-695-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 6th International Conference on Finance, Economics, Management and IT Business - Volume 1: FEMIB
TI - What Do Customers Demand? Inclusive and Sustainable Entrepreneurial Marketing
SN - 978-989-758-695-8
AU - Carvalho J.
PY - 2024
SP - 13
EP - 24
DO - 10.5220/0012201900003717
PB - SciTePress