Table 4. Refocus – summary of the...

Table 4.

Refocus – summary of the findings and illustrative excerpts from the data

Characteristics	Examples from the data
Main aim: gaining efficiency and maximizing returns, by making more strategic marketing decisions
At some point, sometimes out of necessity, entrepreneurs start deciding with higher intentionality and tend to refocus on the most attractive segments Marketing decisions start including targeting. Positioning starts emerging These decisions can only be made when information about both the market and the company’s strengths start gaining clarity Marketing actions begin reflecting a strategy and MM tools start being used. When the company acquires a position in the market, brand value is set as part of the value proposition	«It was then that I realised that we were doing everything but we were not doing anything right» (#27: Digital Technologies) «I looked at our products and tried to see which one had the biggest potential. 90% of our effort went to that product… » (#26: Digital Technologies) «In the beginning a start-up … is still trying to find out what its differentiation is and without that it cannot define its positioning… But there is a moment when it is the market that tells us on what we are good at, and it does not have to fit what we think» (#26: Digital Technologies) «There is already a public recognition of our work, big customers, certifications, now it is important to capitalise on that. The better known the brand is, the higher the product value. We are now in this phase, in terms of marketing, it is the point of brand valuation» (#27: Digital Technologies)

Characteristics	Examples from the data
Main aim: gaining efficiency and maximizing returns, by making more strategic marketing decisions
At some point, sometimes out of necessity, entrepreneurs start deciding with higher intentionality and tend to refocus on the most attractive segmentsMarketing decisions start including targeting. Positioning starts emergingThese decisions can only be made when information about both the market and the company’s strengths start gaining clarityMarketing actions begin reflecting a strategy and MM tools start being used. When the company acquires a position in the market, brand value is set as part of the value proposition	«It was then that I realised that we were doing everything but we were not doing anything right» (#27: Digital Technologies)«I looked at our products and tried to see which one had the biggest potential. 90% of our effort went to that product… » (#26: Digital Technologies)«In the beginning a start-up … is still trying to find out what its differentiation is and without that it cannot define its positioning… But there is a moment when it is the market that tells us on what we are good at, and it does not have to fit what we think» (#26: Digital Technologies)«There is already a public recognition of our work, big customers, certifications, now it is important to capitalise on that. The better known the brand is, the higher the product value. We are now in this phase, in terms of marketing, it is the point of brand valuation» (#27: Digital Technologies)

Characteristics

Examples from the data

Main aim: gaining efficiency and maximizing returns, by making more strategic marketing decisions

At some point, sometimes out of necessity, entrepreneurs start deciding with higher intentionality and tend to refocus on the most attractive segmentsMarketing decisions start including targeting. Positioning starts emergingThese decisions can only be made when information about both the market and the company’s strengths start gaining clarityMarketing actions begin reflecting a strategy and MM tools start being used. When the company acquires a position in the market, brand value is set as part of the value proposition

«It was then that I realised that we were doing everything but we were not doing anything right» (#27: Digital Technologies)«I looked at our products and tried to see which one had the biggest potential. 90% of our effort went to that product… » (#26: Digital Technologies)«In the beginning a start-up … is still trying to find out what its differentiation is and without that it cannot define its positioning… But there is a moment when it is the market that tells us on what we are good at, and it does not have to fit what we think» (#26: Digital Technologies)«There is already a public recognition of our work, big customers, certifications, now it is important to capitalise on that. The better known the brand is, the higher the product value. We are now in this phase, in terms of marketing, it is the point of brand valuation» (#27: Digital Technologies)

[ViewLarge]