{"id":29339,"date":"2016-08-16T15:52:20","date_gmt":"2016-08-16T13:52:20","guid":{"rendered":"https:\/\/www.hiig.de\/en\/?p=29339"},"modified":"2023-03-28T16:22:00","modified_gmt":"2023-03-28T14:22:00","slug":"impressions-of-this-years-global-research-symposium-on-marketing-and-entrepreneurship-in-san-diego","status":"publish","type":"post","link":"https:\/\/www.hiig.de\/en\/impressions-of-this-years-global-research-symposium-on-marketing-and-entrepreneurship-in-san-diego\/","title":{"rendered":"Impressions of this year\u2019s \u201cGlobal Research Symposium on Marketing and Entrepreneurship\u201d in San Diego"},"content":{"rendered":"<p><em>On 1-3 August 2016, I visited the <em>&#8220;<\/em><a href=\"http:\/\/www.entrepreneurialmarketing.biz\/\">Global Research Symposium on Marketing and Entrepreneurship<\/a>&#8221; in San Diego as a &#8220;<a href=\"http:\/\/www.kauffman.org\/\">Kauffman Fellow<\/a>&#8221; for the first time. With around 50 participants from all over the world the conference was dedicated to marketing and entrepreneurship. I had the chance to present my latest research on progress of my paper &#8220;Spoilt for choice &#8211; The early customer acquistion challenge for Internet-enabled startups&#8221;. This blogpost summarizes some impressions and facts, mostly from the symposium.<\/em><\/p>\n<p>Vom 1. bis 3. August fand in San Diego das &#8220;<a href=\"http:\/\/www.entrepreneurialmarketing.biz\/\"><i>Global Research Symposium on Marketing and Entrepreneurship<\/i><\/a>&#8221; statt. Seit mittlerweile drei Jahrzehnten besch\u00e4ftigt sich die Konferenz mit Forschung, die an der Schnittstelle der beiden Disziplinen Entrepreneurship und Marketing, kurz <i>Entrepreneurial Marketing<\/i>, stattfindet. Auch dieses Jahr kamen knapp 50 WissenschaftlerInnen aus der ganzen Welt f\u00fcr drei Tage zusammen, um ihre Projekte und Ideen zu teilen und gemeinsame Fragestellungen zu diskutieren. Als &#8220;<a href=\"http:\/\/www.kauffman.org\/\"><i>Kauffman Fellow<\/i><\/a>&#8221; habe ich zum ersten Mal am Symposium teilgenommen und m\u00f6chte in diesem kurzem Blogpost meine Eindr\u00fccke beschreiben.<\/p>\n<p>Am Vormittag des ersten Tages startete die Konferenz zun\u00e4chst mit dem &#8220;<a href=\"http:\/\/www.entrepreneurialmarketing.biz\/doctoral-consortium.html\"><i>American Marketing Association EM SIG Doctoral Consortium<\/i><\/a>&#8220;, einem von der &#8220;<a href=\"http:\/\/www.kauffman.org\/\"><i>Ewing Marion Kauffman Foundation<\/i><\/a>&#8221; gef\u00f6rderten Austausch, haupts\u00e4chlich zwischen DoktorandInnen und Junior-ProfessorInnen. Verschiedene Kurzvortr\u00e4ge der ProfessorInnen Can Uslay (Rutgers University), Fabian Eggers (Menlo College) und Susan Wei (Texas A&amp;M International University) vermittelten hilfreiche Tipps und Insights zu unterschiedlichen Fragenstellungen, wie zum Beispiel:<\/p>\n<ul>\n<li><i>Wie identifiziert man relevante Forschungsfragen?<\/i><\/li>\n<li>Wie gewinnt man geeignete InterviewpartnerInnen?<\/li>\n<li>Wie betreibt man generell qualitative und quantitative Forschung?<\/li>\n<li>In welchem Status sollte man ein Paper einreichen?<\/li>\n<li>Welche A, B und C Journals gibt es in Entrepreneurial Marketing?<\/li>\n<li>Wie schafft man es in diesen Journals zu ver\u00f6ffentlichen?<\/li>\n<li>Wie bewirbt man sich f\u00fcr eine Professur in den Vereinigten Staaten?<\/li>\n<\/ul>\n<p>Au\u00dferdem stellte der mit dem diesj\u00e4hrigen &#8220;Dissertation Award&#8221; ausgezeichnete Forscher Srinivas Venugopal (University of Vermont) seine Forschungen zu &#8220;Entrepreneurial Marketing in Subsistence Marketplaces&#8221; vor.<\/p>\n<p>Am Nachmittag begann dann schlie\u00dflich das eigentliche Symposium mit Diane Martin\u2019s (Aalto University) Keynote-Vortrag zu &#8220;<a href=\"http:\/\/jcr.oxfordjournals.org\/content\/40\/5\/855\"><i>Consumption-Driven Market Emergence<\/i><\/a><i>&#8220;<\/i>. Sie gewann damit gleichzeitig den &#8220;Best Paper Award 2016&#8221;. In den folgenden beiden Tagen gab es ein abwechslungsreiches <a href=\"http:\/\/www.entrepreneurialmarketing.biz\/uploads\/2\/2\/3\/4\/22347058\/2016_grsme_program.pdf\">Konferenzprogramm<\/a> mit teilweise parallel stattfindenden Tracks zu Themen wie <i>Social Entrepreneurship<\/i>, <i>Entrepreneurial Marketing Resources<\/i>, <i>Marketing Technololy Usage<\/i>, <i>Entrepreneurial Branding<\/i>, <i>Networking<\/i>, <i>Design Orientation<\/i>, <i>Co-Creation<\/i> oder <i>Customer Development<\/i><i>and Business Models<\/i>.<\/p>\n<p>Zu sehen und mitzubekommen, an welchen Projekten die verschiedenen WissenschaftlerInnen aktuell arbeiten und welche Theorien und Methodologien sie dabei befolgen, waren f\u00fcr mich besonders interessant und aufschlussreich. Einen vergleichbar spezialisierten und qualitativ-hochwertigen Austausch war ich von meinen vorherigen Konferenzbesuchen nicht gewohnt. Ich habe auf dem Symposium nicht nur bestimmte ProfessorInnen zum ersten Mal getroffen, die ich u. a. bereits in meiner Dissertation und anderen Aufs\u00e4tzen zitiert habe, sondern konnte mich noch dazu mit Ihnen in freundschaftlich-famili\u00e4rer Atmosph\u00e4re austauschen. In den Pausen, beim gemeinsamen Mittagessen und beim abendlichen Symposium Dinner gab es hierf\u00fcr zahlreiche M\u00f6glichkeiten.<\/p>\n<p>Am dritten Tag habe ich dann schlie\u00dflich mein aktuelles Forschungsprojekt zur Auswahl von Marketing- und Vertriebskan\u00e4len, Taktiken und Strategien zur Kundenakquise von Internet-basierten Startups vorgestellt. Seit einiger Zeit besch\u00e4ftige ich mich mit der Herausforderung bereits in den fr\u00fchen Unternehmensphasen auf die richtigen Aktivit\u00e4ten und Ma\u00dfnahmen zur Akquise von Kunden zu setzen. Durch das Internet sind zahlreiche neue Marketing- und Vertriebskan\u00e4le entstanden, die gemeinsam mit den traditionellen Offline-Ma\u00dfnahmen ein umfangreiches Instrumentarium darstellen. Dies macht Kundenakquise, insbesondere auch als Forschungsthema, so interessant wie niemals zuvor. Hierzu habe ich in den vergangenen Wochen bereits mehr als drei Dutzend Gr\u00fcnderInnen von Internet-basierten Startups (und Scaleups) aus Deutschland im Rahmen von ExpertInnen-Interviews befragt. Die von mir befragten Startups haben bereits ihr erstes Set an Kunden erfolgreich akquiriert und konnten deswegen entsprechend dar\u00fcber reflektieren, ob sich ihre Aktivit\u00e4ten, Ma\u00dfnahmen und Entscheidungen als richtig erwiesen haben. Das Feedback der anwesenden Symposium-TeilnehmerInnen auf meinen Vortrag habe ich dabei als sehr konstruktiv und hilfreich empfunden. Inhaltlich hat es mich nicht nur weiter voran gebracht, sondern dar\u00fcber hinaus auch zus\u00e4tzlich best\u00e4rkt meine Forschungen diesbez\u00fcglich weiter zu intensivieren.<\/p>\n<p>Zusammenfassend war es f\u00fcr mich besonders beeindruckend zu sehen, wie viele renommierte ForscherInnen in San Diego zusammen gekommen sind, die sich alle im Detail mit Entrepreneurship- und Marketingthemen in genannter Kombination befassen. Eine Teilnehmerin hat das Symposium am Ende mit den drei Worten <i>Inspiring<\/i>, <i>Grateful<\/i> und <i>Engaging<\/i> zusammengefasst. Sie beschrieb die generelle Konferenz-Atmosph\u00e4re als sehr einladend und f\u00f6rderlich seine eigenen Ideen und Projekte mit anderen Personen zu teilen. Dies kann ich nur best\u00e4tigen und f\u00fcr alle deutschsprachigen DoktorandInnen oder Junior-ProfessorInnen der Fachrichtung <i>Entrepreneurial Marketing<\/i> eine Empfehlung f\u00fcr eine Konferenzbesuch aussprechen. Die OrganisatorInnen um Fabian Eggers (Menlo College) und Gerald E. Hills (Bradley University) haben das Symposium \u00fcber alle Phasen hinweg hervorragend organisiert.<\/p>\n<p>Ich plane auch im kommenden Jahr fest ein am Symposium teilzunehmen und dabei nicht nur meine Ergebnisse im Detail vorzustellen, sondern insbesondere auch um viele neue und bekannte Gesichter wiederzutreffen und dar\u00fcber hinaus gegebenenfalls neue Forschungsprojekte vorzustellen. F\u00fcr die Einladung als Fellow zur diesj\u00e4hrigen Konferenz m\u00f6chte ich mich hiermit nochmals herzlich bedanken.<\/p>\n\n\t\n\t\t<div class=\"gallery_clear\"><\/div> \n\t\t<div id=\"gallery_29339_1\" class=\"photospace\"> \n\t\n\t\t\t<!-- Start Advanced Gallery Html Containers -->\n\t\t\t<div class=\"thumbs_wrap2\">\n\t\t\t\t<div class=\"thumbs_wrap\">\n\t\t\t\t\t<div id=\"thumbs_29339_1\" class=\"thumnail_col hide_me\" >\n\t\t\t\t\t\t \n\t\t\t\t\t\t<ul class=\"thumbs noscript\">\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<li><a class=\"thumb\" href=\"https:\/\/www.hiig.de\/wp-content\/uploads\/2016\/08\/3.jpg\" title=\"3\" >\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.hiig.de\/wp-content\/uploads\/2016\/08\/3.jpg\" alt=\"\" title=\"3\" \/>\n\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t<div 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bottom of the image and set its opacity\n\t\t\t\t\t\tvar slideImage = slide.find('img');\n\t\t\t\t\t\tcaption.width(slideImage.width())\n\t\t\t\t\t\t\t.css({\n\t\t\t\t\t\t\t\t\/\/'bottom' : Math.floor((slide.height() - slideImage.outerHeight()) \/ 2 - 40),\n\t\t\t\t\t\t\t\t'top' : slideImage.outerHeight(),\n\t\t\t\t\t\t\t\t'left' : Math.floor((slide.width() - slideImage.width()) \/ 2) + slideImage.outerWidth() - slideImage.width()\n\t\t\t\t\t\t\t})\n\t\t\t\t\t\t\t.fadeTo(duration, 1.0);\n\t\t\t\t\t\t\n\t\t\t\t\t},\n\t\t\t\t\tonPageTransitionOut:       function(callback) {\n\t\t\t\t\t\tthis.hide();\n\t\t\t\t\t\tsetTimeout(callback, 100); \/\/ wait a bit\n\t\t\t\t\t},\n\t\t\t\t\tonPageTransitionIn:        function() {\n\t\t\t\t\t\tvar prevPageLink = this.find('a.prev').css('display', 'none');\n\t\t\t\t\t\tvar nextPageLink = this.find('a.next').css('display', 'none');\n\t\t\t\t\t\t\n\t\t\t\t\t\t\/\/ Show appropriate next \/ prev page links\n\t\t\t\t\t\tif (this.displayedPage > 0)\n\t\t\t\t\t\t\tprevPageLink.css('display', 'block');\n\t\t\n\t\t\t\t\t\tvar lastPage = this.getNumPages() - 1;\n\t\t\t\t\t\tif (this.displayedPage < lastPage)\n\t\t\t\t\t\t\tnextPageLink.css('display', 'block');\n\t\t\n\t\t\t\t\t\tthis.fadeTo('fast', 1.0);\n\t\t\t\t\t}\n\t\t\t\t\t\n\t\t\t\t}); \n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\/**************** Event handlers for custom next \/ prev page links **********************\/\n\t\t\n\t\t\t\tgallery.find('a.prev').click(function(e) {\n\t\t\t\t\tgallery.previousPage();\n\t\t\t\t\te.preventDefault();\n\t\t\t\t});\n\t\t\n\t\t\t\tgallery.find('a.next').click(function(e) {\n\t\t\t\t\tgallery.nextPage(); \n\t\t\t\t\te.preventDefault();\n\t\t\t\t});\n\t\t\n\t\t\t});\n\t\t<\/script>\n\t\t\n\t\t\n<p class=\"disclaimer\">This post is part of a weekly series of articles by\u00a0<a style=\"color: #008eb2;\" href=\"https:\/\/www.hiig.de\/en\/doctoral-programme\/\" data-slimstat-clicked=\"false\" data-slimstat-type=\"2\" data-slimstat-tracking=\"false\" data-slimstat-callback=\"false\" data-slimstat-async=\"false\">doctoral canditates<\/a>\u00a0of the Alexander von Humboldt Institute for Internet and Society. It does not necessarily represent the view of the Institute itself. 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With around 50 participants from all over the world the conference was dedicated to marketing and entrepreneurship. I had the chance to present my latest research on progress of my&hellip;<\/p>\n","protected":false},"author":43,"featured_media":29338,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1581,223],"tags":[],"class_list":["post-29339","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ftif-digital-future-work","category-innovation-and-work"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Impressions of this year\u2019s \u201cGlobal Research Symposium on Marketing and Entrepreneurship\u201d in San Diego &#8211; Digital Society Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.hiig.de\/en\/impressions-of-this-years-global-research-symposium-on-marketing-and-entrepreneurship-in-san-diego\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Impressions of this year\u2019s \u201cGlobal Research Symposium on Marketing and Entrepreneurship\u201d in San Diego &#8211; Digital Society Blog\" \/>\n<meta property=\"og:description\" content=\"On 1-3 August 2016, I visited the &#8220;Global Research Symposium on Marketing and Entrepreneurship&#8221; in San Diego as a &#8220;Kauffman Fellow&#8221; for the first time. 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