Dein Markt,das unbekannte Wesen: Zum Umgang mit Marktunsicherheit als Kern des Entrepreneurial Marketing

Even if marketing in the entrepreneurial context has been regarded as a central issue, knowledge about the characteristics of marketing in venture and growth phases of firms is still scarce in both the entrepreneurship and the marketing literature. With regard to current research results on market uncertainty in the entrepreneurial context, this article proposes a characteriziation of entrepreneurial marketing as a management function that has the task of coping with and thereby controlling uncertainty in entrepreneurial situations. To this end the discussion draws on the cognition-based concept of effectuation in order to show how this control-based logic adds value in coping with liabilities of new firms as opposed to its complement, prediction-based causal logic.