Do Marketers Matter for Entrepreneurs? Evidence from a Field Experiment in Uganda

Volume: 85, Issue: 3, Pages: 78 - 96
Published: Mar 16, 2021
Abstract
Promoting growth by differentiating products is a core tenet of marketing. However, establishing and quantifying marketing’s causal impact on firm growth, while critical, can be difficult. This article examines the effects of a business support intervention in which international professionals from different functional backgrounds (e.g., marketing, consulting) volunteered time to help Ugandan entrepreneurs improve growth. Findings from a...
Paper Details
Title
Do Marketers Matter for Entrepreneurs? Evidence from a Field Experiment in Uganda
Published Date
Mar 16, 2021
Volume
85
Issue
3
Pages
78 - 96
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