...Prescott C. Ensign; Maria Scopelliti Purpose 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...

...Elena Ehrensperger; Daria Erkhova; Aparna Yadavalli; Harley Krohmer Purpose The purpose of this paper is to identify luxury-specific entrepreneurial success factors that, in addition to the well-established general success factors of startups, drive the performance of startups in the luxury...