Una campaña de marketing emprendedor en una empresa tecnológica: estudio de caso longitudinal de MetricSci
DOI:
https://doi.org/10.18041/2619-4465/interfaces.2.14063Palabras clave:
entrepreneurial marketing, word-of-mouth, networking, technology SMEs, longitudinal case study, business campaignResumen
Purpose: This study analyzes the design, implementation, and observed early responses of a sequential entrepreneurial marketing campaign conducted at MetricSci, a Colombian technology-based knowledge-intensive services firm. Method: An applied, instrumental, longitudinal single-case study was conducted. The 56-day campaign comprised four 14-day phases: social media/content, word-of-mouth (WoM), networking, and a Mix phase. Daily exposure and response records were analyzed together with a log of 29 events containing sending and reply dates. Blank cells were treated as missing information rather than as non-occurrence. Results: The WoM phase recorded 350 invitations and 7 leads (2.00%). The networking phase recorded 417 contacts, 16 leads (3.84%), and 2 one-to-one meetings (0.48%). During the Mix phase, 329 networking contacts and 6 leads (1.82%) were recorded; social media activity was concentrated in the last two days. Mean response lag was 3.28 days, with a median of 1 and a range of 0–17. No data were recorded for demonstrations, quotations, orders, time, or expenditure; therefore, no commercial effect or impact was estimated. Conclusions: The case demonstrates the feasibility of sequencing relational mechanisms and tracing proximal responses, but it does not support causal comparisons between phases. Its main contribution is to distinguish entrepreneurial marketing orientation, relational mechanisms, and enabling tactics, while proposing a minimum measurement architecture for future campaigns.
Descargas
Referencias
[1] M. H. Morris, M. Schindehutte, and R. W. LaForge, “Entrepreneurial marketing: A construct for integrating emerging entrepreneurship and marketing perspectives,” Journal of Marketing Theory and Practice, vol. 10, no. 4, pp. 1–19, 2002, doi: 10.1080/10696679.2002.11501922.
[2] F. Eggers, T. Niemand, S. Kraus, and M. Breier, “Developing a scale for entrepreneurial marketing: Revealing its inner frame and prediction of performance,” Journal of Business Research, vol. 113, pp. 72–82, 2020, doi: 10.1016/j.jbusres.2018.11.051.
[3] N. Alqahtani and C. Uslay, “Entrepreneurial marketing and firm performance: Synthesis and conceptual development,” Journal of Business Research, vol. 113, pp. 62–71, 2020, doi: 10.1016/j.jbusres.2018.12.035.
[4] I. Ouragini and L. Lakhal, “The impact of entrepreneurial marketing on firm performance,” Journal of the Knowledge Economy, vol. 15, no. 2, pp. 6003–6025, 2024, doi: 10.1007/s13132-023-01352-3.
[5] G. E. Hills, C. M. Hultman, and M. P. Miles, “The evolution and development of entrepreneurial marketing,” Journal of Small Business Management, vol. 46, no. 1, pp. 99–112, 2008, doi: 10.1111/j.1540-627X.2007.00234.x.
[6] R. Jones and J. Rowley, “Entrepreneurial marketing in small businesses: A conceptual exploration,” International Small Business Journal, vol. 29, no. 1, pp. 25–36, 2011, doi: 10.1177/0266242610369743.
[7] R. Bocconcelli et al., “SMEs and marketing: A systematic literature review,” International Journal of Management Reviews, vol. 20, no. 2, pp. 227–254, 2018, doi: 10.1111/ijmr.12128.
[8] S. Quinton and S. Harridge-March, “The interaction of technology in entrepreneurial marketing: An illustrative case from a wine merchant,” Strategic Change, vol. 15, no. 2, pp. 85–102, 2006, doi: 10.1002/jsc.753.
[9] F. Eggers, I. Hatak, S. Kraus, and T. Niemand, “Technologies that support marketing and market development in SMEs—Evidence from social networks,” Journal of Small Business Management, vol. 55, no. 2, pp. 270–302, 2017, doi: 10.1111/jsbm.12313.
[10] M. Haenlein and B. Libai, “Seeding, referral, and recommendation: Creating profitable word-of-mouth programs,” California Management Review, vol. 59, no. 2, pp. 68–91, 2017, doi: 10.1177/0008125617697943.
[11] R. Ishii and M. Kikumori, “Word-of-mouth in business-to-business marketing: A systematic review and future research directions,” Journal of Business & Industrial Marketing, vol. 38, no. 13, pp. 45–62, 2023, doi: 10.1108/JBIM-02-2022-0099.
[12] A. Gilmore, D. Carson, and S. Rocks, “Networking in SMEs: Evaluating its contribution to marketing activity,” International Business Review, vol. 15, no. 3, pp. 278–293, 2006, doi: 10.1016/j.ibusrev.2006.02.003.
[13] G. Gliga and N. Evers, “Marketing capability development through networking—An entrepreneurial marketing perspective,” Journal of Business Research, vol. 156, Art. no. 113472, 2023, doi: 10.1016/j.jbusres.2022.113472.
[14] F. Eggers, H. Risselada, T. Niemand, and S. Robledo, “Referral campaigns for software startups: The impact of network characteristics on product adoption,” Journal of Business Research, vol. 145, pp. 309–324, 2022, doi: 10.1016/j.jbusres.2022.03.007.
[15] H. Hoang and B. Antoncic, “Network-based research in entrepreneurship: A critical review,” Journal of Business Venturing, vol. 18, no. 2, pp. 165–187, 2003, doi: 10.1016/S0883-9026(02)00081-2.
[16] E. Vasilchenko and S. Morrish, “The role of entrepreneurial networks in the exploration and exploitation of internationalization opportunities by information and communication technology firms,” Journal of International Marketing, vol. 19, no. 4, pp. 88–105, 2011, doi: 10.1509/jim.10.0134.
[17] A. M. Kaplan and M. Haenlein, “Users of the world, unite! The challenges and opportunities of social media,” Business Horizons, vol. 53, no. 1, pp. 59–68, 2010, doi: 10.1016/j.bushor.2009.09.003.
[18] J. Rowley, “Understanding digital content marketing,” Journal of Marketing Management, vol. 24, nos. 5–6, pp. 517–540, 2008, doi: 10.1362/026725708X325977.
[19] R. Eid, Z. Abdelmoety, and G. Agag, “Antecedents and consequences of social media marketing use: An empirical study of UK exporting B2B SMEs,” Journal of Business & Industrial Marketing, vol. 35, no. 2, pp. 284–305, 2020, doi: 10.1108/JBIM-04-2018-0121.
[20] G. Cao and J. Weerawardena, “Strategic use of social media in marketing and financial performance: The B2B SME context,” Industrial Marketing Management, vol. 111, pp. 41–54, 2023, doi: 10.1016/j.indmarman.2023.03.007.
[21] R. Agnihotri, R. Dingus, M. Y. Hu, and M. T. Krush, “Social media: Influencing customer satisfaction in B2B sales,” Industrial Marketing Management, vol. 53, pp. 172–180, 2016, doi: 10.1016/j.indmarman.2015.09.003.
[22] D. Stokes, S. A. Syed, and W. Lomax, “Shaping up word of mouth marketing strategy: The case of an independent health club,” Journal of Research in Marketing and Entrepreneurship, vol. 4, no. 2, pp. 119–133, 2002, doi: 10.1108/14715200280001468.
[23] S. Robledo, J. E. Vasquez, N. D. Duque-Méndez, and V. Duque-Uribe, “Networking as an entrepreneurial marketing tool: The link between effectuation and word of mouth,” Journal of Research in Marketing and Entrepreneurship, vol. 25, no. 2, pp. 270–285, 2023, doi: 10.1108/JRME-08-2020-0112.
[24] M. S. Granovetter, “The strength of weak ties,” American Journal of Sociology, vol. 78, no. 6, pp. 1360–1380, 1973, doi: 10.1086/225469.
[25] R. K. Yin, Case Study Research and Applications: Design and Methods, 6th ed. Thousand Oaks, CA, USA: SAGE, 2018.
[26] K. M. Eisenhardt, “Building theories from case study research,” Academy of Management Review, vol. 14, no. 4, pp. 532–550, 1989, doi: 10.5465/amr.1989.4308385.
[27] A. Langley, “Strategies for theorizing from process data,” Academy of Management Review, vol. 24, no. 4, pp. 691–710, 1999, doi: 10.5465/amr.1999.2553248.
[28] L. Hincapié-Naranjo, S. Torres-Sarria, M. Y. Castro-Peña, and J. E. Vásquez-Hernández, “Theoretical-conceptual approach to inclusive marketing: A perspective from sensory disabilities,” Clío América, vol. 18, no. 35, pp. 126–139, 2024, doi: 10.21676/23897848.5674.
[29] R. L. Tate et al., “The Single-Case Reporting Guideline In BEhavioural Interventions (SCRIBE) 2016 statement,” Archives of Scientific Psychology, vol. 4, no. 1, pp. 1–9, 2016, doi: 10.1037/arc0000026.
Descargas
Publicado
Número
Sección
Licencia
Derechos de autor 2026 Interfaces
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
