ABSTRACT
An EMICO (entrepreneurial, market, innovation and customer orientation) framework has recently been used to study and describe the entrepreneurial marketing. This chapter presents the results of the qualitative study of Polish, Italian and Finnish international new ventures providing an in-depth understanding of EMICO constructs, their interrelationships and hierarchy. The companies under study attached most importance to networking, understanding, and responsiveness to clients’ needs, and innovations based on the informal gathering of information in their international marketing activity. As the cross-country comparisons showed differences in understanding the EMICO constructs, some refinements of the EMICO framework are suggested. Finally, the analysis of marketing tools application discloses significant differences both between traditional and entrepreneurial marketing, as well as between practices of companies originating from different markets, and of different age.
