This study aims to explore the experiences of female entrepreneurs in start-up business from dynamic marketing capability perspective. Female entrepreneurs are a growing segment of the economic development in Indonesia. This paper will focus on the dynamic marketing capability in three areas (market sensing, market learning, and market targeting and positioning) of female entrepreneurs in start-up companies that utilized a purposive sampling through in-depth interviews were conducted over a six-month period. The interview results recorded and analyzed by narrative analysis and compared and discussed with the interviewees to achieve the mutual understanding. The findings from this study will help female entrepreneurs how to develop their businesses using the capabilities of dynamic marketing and also provide suggestions about how female entrepreneurs can succeed in the business competition.
Dynamic Marketing Capability in Start-up Companies: An Exploratory Investigation of the Female Entrepreneurs
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