This paper aims to present the challenges faced by a small startup as entrepreneurship and marketing intersect to influence the success or failure of the venture. The entrepreneurial marketing focus of the case provides a deeper understanding of the practice-based interface of these two disciplines. The case focuses on the vision of two entrepreneurs and how they use the value creation process of opportunity recognition, evaluation and development to design a consulting service for Canadian firms that want to do business in China. It also provides insight on the difficulty of creating, communicating, selling and delivering a new consulting service to the Canadian business community.
The case is based on extensive interviews with QiaoLinx Inc.’s founders, relevant others and secondary data including press releases, social media and promotional material.
The events, issues and questions presented to track the entrepreneurial actions and marketing process of a startup from concept to market to tipping-point. The case is intended to serve as an instructional platform that encourages deductive reasoning in analyzing and synthesizing the application of entrepreneurship and marketing theories.
This teaching case can be used in undergraduate or graduate courses in entrepreneurship, marketing, new venture creation and international business. Researchers, faculty, practitioners and students can use the case to engage in a discussion on the underlying theories of entrepreneurship and marketing.
