[GET] Edwin J. Nijssen - Entrepreneurial Marketing: How to Develop Customer Demand (3rd ed., 2022)

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How do you sell an innovative product to a market that does not yet exist?

Entrepreneurial businesses often create products and services based on radically new technology that have the power to change the marketplace. Existing market research data will be largely irrelevant in these cases, making sales and marketing of innovative new products especially challenging to entrepreneurs. Entrepreneurial Marketing focuses on this challenge.

Classic core marketing concepts, such as segmentation, positioning, and the marketing mix undergo an ‘extreme makeover’ in the context of innovative products hitting the market. Edwin J. Nijssen stresses principles of affordable loss, experimentation, and adjustment for emerging opportunities, as well as cooperation with first customers. Containing many marketing examples of successful and cutting-edge innovations (including links to websites and videos), useful lists of key issues, and instructions on how to make a one-page marketing plan, Entrepreneurial Marketing provides a vital guide to successfully developing customer demand and a market for innovative new products.

This third edition has been thoroughly expanded, including:
- Expanded content on leveraging digital technologies and their new business models
- More practical tools, such as coverage of the Lean Canvas model
- Updated references, cases, and new examples throughout; and,
- Updated online resources

This book equips advanced undergraduate and postgraduate students of marketing strategy, entrepreneurial marketing, and entrepreneurship with the fundamental tools to succeed in marketing.

Edwin J. Nijssen is Professor of Marketing at the Eindhoven University of Technology, the Netherlands.


table of content

1 Using marketing to create a new business with radically new ideas 1
1.1 Entrepreneurship and radically new ideas: the need for effectuation 1
1.2 Developing your business model 4
1.3 Defining marketing and sales 10
1.4 Beyond stereotypes 13

2 Identifying an application and market 15
2.1 Entrepreneurship as opportunity seeking 15
2.2 Evaluation criteria of the experienced entrepreneur 17
2.3 The role of marketing knowledge 19
2.4 Developing your bowling alley model 20
2.5 Products don’t sell, solutions do! 22

3 Detailing the market: segmentation and positioning to maximise the value of the product application 25
3.1 Conceptualising the market 25
3.2 Customer segmentation 28
3.3 Understanding customer value for the initial target segment 29
3.4 Targeting using effectuation 31
3.5 Developing a positioning statement 34
3.6 Validation: initial customer feedback 35
3.7 Different customer roles and co-creation 39

4 Adoption, diffusion, and understanding lead customers 43
4.1 The technology adoption life cycle 43
4.2 Penetration and diffusion 48
4.3 Understanding lead customers 50
4.4 A detailed view of the adoption decision 52
4.5 Anticipating and preventing chasms 55
4.6 Reasons why customers postpone or resist adoption 58

5 Important competitive and market considerations 61
5.1 Strategic considerations 61
5.2 Different levels of competition 61
5.3 Change from inside or outside the industry 63
5.4 Anticipating competitor reactions and avoiding head-on competition 64
5.5 Network products and their impact on marketing decisions 66
5.6 Establishing your competitive edge 69

6 Market research in entrepreneurial context 71
6.1 Reasons for market research 71
6.2 What kind of data is needed? 72
6.3 Primary versus secondary data 73
6.4 Organising and analysing your data 75
6.5 Qualitative versus quantitative research 76

7 The customer development process 79
7.1 The need for creating customer buy-in 79
7.2 New product development versus customer development 81
7.3 Steps of the customer development process 84
7.4 The relationship with the business model 88

8 Developing a marketing and sales programme 91
8.1 A one-page marketing and sales plan 91
8.2 Content of the plan 93
8.3 Marketing instruments 97
8.4 Product: designing a product application and product line 98
8.5 Price: how to set your price 102
8.6 Promotion: creating awareness and communicating with a limited budget 107
8.7 Place: obtaining market access 115

9 The role of sales in customer development 121
9.1 The sales learning curve 121
9.2 Sales as the motivated knowledge broker for innovation 122
9.3 Initial solution selling activities 126
9.4 Developing the sales roadmap 128
9.5 Developing the sales message 131
9.6 Managing customer expectations 134
10 Developing the new firm’s marketing and sales capabilities 137
10.1 Developing the commercial capabilities of the new firm 137
10.2 Marketing and sales capabilities for survival and growth stages 140
10.3 From customer development team to marketing/sales department 142
10.4 Implement, evaluate, and improve the one-page plan 142
10.5 Concluding remarks 144


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