Managing Startup Enterprises in Emerging Markets

Leadership Dynamics and Marketing Strategies

  • Ananya Rajagopal

Table of contents

  1. Front Matter
    Pages i-xxv
  2. Ananya Rajagopal
    Pages 1-20
  3. Ananya Rajagopal
    Pages 161-171
  4. Ananya Rajagopal
    Pages 173-178
  5. Back Matter
    Pages 179-182

About this book


This book provides a comprehensive view of the entrepreneurial dynamics within startups by analyzing their marketing strategies in the context of exploiting new opportunities, enhancing stakeholder values, and protecting their business ecosystem for continuous growth.  Managing startup enterprises is a complex managerial task, as these businesses need to overcome the competition by understanding thoroughly all the moves of rival firms in the local-global markets. This book explores the incidence and severity of problems pertaining to organizational design, marketing strategy, the consumer-centric approach, and the transaction-based approach faced by start-up enterprises in order to improve business performance. This text will motivate future research on managing start-up enterprises in terms of developing efficiency in leadership and achieving market competitiveness and organizational growth. It will serve as an important work to those studying entrepreneurial leadership and marketing.


start-up leadership marketing strategy entrepreneurship organizational design workplace culture leadership patterns

Authors and affiliations

  • Ananya Rajagopal
    • 1
  1. 1.Department of Administrative SciencesEGADE Business School, Tecnológico de Monterrey (ITESM)MexicoMexico

Bibliographic information