Marketing decisions and implementation process for entrepreneurial and managerial practices: a critical incident technique approach

Purpose This paper aims to deepen the understanding of marketing process and practices taking place during initial stages company development, by revealing distinct entrepreneurial mix resulting from entrepreneurs’ decision-making process. Design/methodology/approach Using critical incident technique, study analyzes 146 decisions made entrepreneurs. The activities are aligned in a compared with mainstream managerial Findings results provide basis for an framework four phases: product creation – product–market fit market expansion refocus. An is also proposed, consisting productisement, people proof value. Originality/value While well established, remains largely uncharted. provided contributes identifying main concerns how implemented entrepreneurs earlier phases firm. Practical suggestions offered regarding operations new firms aspects consider.