Effects of collective intelligence and self-reference consumption on entrepreneurial productivity and quality in niche markets

Journal of Transnational Management Pub Date : 2021-01-02 DOI:10.1080/15475778.2021.1880878

A. Rajagopal

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引用次数: 0

Abstract

Abstract This study analyzes the impact of customer segmentation, customer acquisition and retention, and customer behavior on entrepreneurial productivity and quality of the startup enterprises in Mexico. These enterprises tend to gain higher market share by implementing customer-centric approach through various variables such as demand stimulation, promoting their brand in ambidextrous market segments, product referrals, and cognitive variables such as psychodynamics, anthropomorphic attitude, and repeat buying behavior. Information gathered from 308 respondents was admitted to data analysis process. In all, information from 88% of the respondents was considered for data analysis. In view of the findings discussed in the study, it can be stated that the customer-centric approach of startup enterprises leads to anthropomorphic orientation among customers who are oriented toward technology and innovation. Startup enterprises encourage these customers to actively interact on digital platforms and inter-personal forums to promote a positive word-of-mouth leading to an increase in the purchase intentions by the potential customers.

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集体智慧和自我参照消费对利基市场企业家生产力和质量的影响

摘要本研究分析了墨西哥创业企业的客户细分、客户获取与保留、客户行为对创业生产力和创业质量的影响。这些企业往往通过需求刺激、在双元细分市场中推广品牌、产品推荐以及心理动力学、拟人态度、重复购买行为等认知变量来实施以客户为中心的方法，从而获得更高的市场份额。从308名受访者中收集的信息被纳入数据分析过程。总的来说，88%的受访者的信息被考虑用于数据分析。从研究结果来看，可以说，创业企业以客户为中心的方式导致了以技术和创新为导向的客户的拟人化取向。创业企业鼓励这些客户在数字平台和人际论坛上积极互动，促进正面口碑，从而提高潜在客户的购买意愿。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Transnational Management Social Sciences-Development

CiteScore

2.30

自引率

0.00%

发文量

期刊介绍： As the economic marketplace expands across continents and cultures, it is essential to establish a world-wide network of ideas and information that serves your transnational business interests. The Journal of Transnational Management (retitled from the Journal of Transnational Management Development to better reflect its focus) is an international forum that examines management research, teaching and training techniques, consulting, and development issues from a multicultural perspective, presenting practical business strategies that produce results on a global scale. The Journal of Transnational Management is a comprehensive resource for management in foreign environments, presenting an exchange of conceptual and empirical research on an international level. Articles written by business practitioners, management development experts, and academicians address issues related to firms, public enterprises, educational institutions, and nonprofit organizations throughout the world.