ABSTRACT
This conclusion presents some closing thoughts on the concepts covered in this book. The book explains that the first, qualitative part of presented study was aimed at examining the approach to marketing used by INVs. As it was found, with use of previously developed EMICO framework, the entrepreneurial, market, innovation and customer orientations proved to be proper concepts to describe the key dimensions of marketing applied by the international new ventures from transition markets. In the second part of study, aimed at operationalization of EM, the hypotheses regarding entrepreneurial marketing antecedents, and the performance outcomes of using it in international markets was tested. After modification, with use of SEM method, the book proposed a scale adjusted to the characteristics of transition-economy firms operating mainly in the international B2B markets, which proved to be a reliable and valid measurement tool. Finally, a tool for describing the lifecycle stages of INVs was developed with the application of clustering analysis.
