This chapter includes a comparison of the results presented in the monograph with outcomes of other studies, referring especially to transition markets. The insights regarding using entrepreneurial marketing EMICO framework in the context of Central and Eastern European markets concern the crucial entrepreneurial features, like networking, sales support, and customer responsiveness. Moreover, the organizational approach to marketing applied by the studied Polish, Finnish, and Italian INVs is compared with the “classical approach”, and the characteristics of B2B marketing activity are put in the context of early internationalization.

In the second part of this chapter, the results of quantitative study on Polish SME-exporters, are discussed with the literature. In line with other research projects, combining market orientation and entrepreneurial orientation by the Polish INVs enables them to succeed in the turbulent environment. Their customer focus and the ability to form lasting partner relationships are the elements of entrepreneurial marketing contributing to early internationalization.