Now showing items 1-2 of 2
The emergence of marketing in Millennial new ventures
Purpose ‐ The purpose of this paper is to develop a conceptual framework, based in entrepreneurship theory, which explains how marketing emerges in startups founded by members of the Millennial generation. Design/methodo ...
Segmenting the toy industry: A study of pre-teen Millennials
Purpose – The purpose of the study is to investigate the preferences of young Millennials for a salient product category (toys) and to investigate possible within-group differences that have relevance for marketers. ...