ABSTRACT
This chapter presents an overview of the entrepreneurial marketing concept, its characteristic elements and related strategies. The review leads to a conceptualization of entrepreneurial marketing orientation as a strategic orientation of firms, which is still rarely explored. The chapter also provides an outline of some of the main research on SME marketing in the international context. Furthermore the Born Global model of internationalization is characterized, together with the specific features of international new ventures. The recent studies concerning such companies coming from transition and emerging markets are outlined, pointing to these frims’ growing role in economies. Moreover, the conceptual framework of further empirical studies is outlined, supplemented with a description of the applied methods.
