Effectual marketing planning for new ventures

Peter S. Whalen () and Samuel S. Holloway ()
Additional contact information
Peter S. Whalen: University of Denver
Samuel S. Holloway: University of Portland

AMS Review, 2012, vol. 2, issue 1, No 4, 34-43

Abstract: Abstract Current marketing theories largely follow the rational planning school and base marketing planning activities upon a strategic pursuit of an optimal market outcome. While extant theory aligns with the motivations of large corporations in established markets, it offers little benefit to marketers in new ventures. We address this gap directly and propose a new concept of effectual marketing planning, which is based on a logic of control and specifically addresses the challenges facing new ventures. Our construct of effectual marketing planning contains five key elements that increase the value of marketing planning for new ventures. We conclude by offering propositions as to how effectual marketing planning can improve new venture performance.

Keywords: Marketing planning; Effectuation; New ventures; Uncertainty (search for similar items in EconPapers)
Date: 2012
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://link.springer.com/10.1007/s13162-012-0026-5 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:amsrev:v:2:y:2012:i:1:d:10.1007_s13162-012-0026-5

Ordering information: This journal article can be ordered from
http://www.springer. ... gement/journal/13162

DOI: 10.1007/s13162-012-0026-5

Access Statistics for this article

AMS Review is currently edited by Manjit S. Yadav

More articles in AMS Review from Springer, Academy of Marketing Science
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().