Bridging Proactive Market Orientation to Startups’ Marketing Approach: Theoretical Background and Case Studies

Abstract

Rapid change of global market dynamics makes the survival of startups difficult. This study investigates the integration of startups' marketing approach with proactive market orientation in order to adapt these changing dynamics of the market. Customer orientation, new-product development, innovation orientation and competitiveness are explained as encouraging components of proactive market orientation to be robust and long-run in the in competitive environment. Case studies of the paper are involving the most innovative and valuable brands of the world as well as customer-centric oriented. Findings showed that the startups in the research sample that integrate innovation and proactive market orientation are tend to grow-up rapidly and achieve success in long run. The most fundamental purpose of the paper is to emphasize the importance of marketing approach through those companies’ proactive behaviors. With the continues startup culture, the companies can give inspirations for the early-stage ventures while designing their marketing strategies. The article presents a strategic point of view based on theoretical background of the phenomenon and recommends a holistic roadmap for practitioners in the journey of entrepreneurship also pioneering for the further studies.