Identifying Entrepreneurial Marketing Drivers in Technology-Based Startups in the Service Sector Using Meta-Synthesis Method

Subject Areas : Understanding market service attitudes

amir ebrahimpour ¹ , sahar sepidian ²

1 -
2 - Department of Accounting, Faculty of Accounting, Iranian University, Tehran, Iran

Received: 2024-11-25 Accepted : 2025-02-15 Published : 2025-09-21

Keywords: Entrepreneurial marketing, startup , technology-driven,

Abstract :

The present study aims to identify the drivers of entrepreneurial marketing in the field of technology-based start-ups using a meta-synthesis method. In the present study, 27 related studies were extracted from various scientific databases from 2010 to 2024 and examined using the seven-stage model of Sandelowski and Barroso. By analyzing their content, the relevant concepts and categories were extracted, and the importance and priority of the concepts were determined using the Shannon entropy method. Based on the findings of the study, 45 concepts were identified in 13 categories. The categories (networking, resource leveraging, celebrity credibility, innovation orientation, entrepreneurship, government problems, market orientation, environmental turbulence, communication capabilities, market control and evaluation, market-oriented capability, and environmental monitoring capability) are, in order, the most important factors among the categories of entrepreneurial marketing with the approach of launching technology-based startups. The findings of this study show what drivers should be considered in designing an entrepreneurial marketing model with a technology-based start-up business approach, and how and by what mechanism these drivers affect and are influenced by each other.

The findings of this study show what drivers should be considered in designing an entrepreneurial marketing model with a technology-based start-up business approach, and how and by what mechanism these drivers affect and are influenced by each other.

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