ABSTRACT
Our research into the marketing and promotion strategies of values-centered entrepreneurs has led to one unequivocal finding: The vast majority of our entrepreneurs use their values orientation to promote their products and companies. Overall, they seem less obsessed with conventional marketing techniques such as in-store promotion, product branding, price cutting, flashy advertising, or catchy slogans, but more concerned about being authentic, informative, and appealing to customers’ intelligence. This difference in approach is both distinct and refreshing. The principal contrasts are displayed in Table 6.1.
