ENT-5002 v3

Ball, E. (2017). A marketing intro: How to fuel the engine: Marketing is a strategic tool for any business to use in fueling growth. Point of Beginning, 42(12), 35–36.
This article focuses on understanding the relationship marketing strategy has with business growth and some tools to identify a marketing identity and strategy.

Briody, B., Farrow, B., Feifer, J., Keohane, J., Rhodes, M., Rockwood, K., Schomer, S., & Zulkey, C. (2018). 100 brilliant companies. Entrepreneur, 46(5), 34–61.
This article offers a broad look at marketing strategies and approaches.

Wienclaw, R. A. (2019). Marketing strategy. Salem Press Encyclopedia.
This is a basic primer on what market strategy is and some of the objectives used for developing a marketing strategy.

Fisher, G., Kotha, S., & Lahiri, A. (2016). Changing with the times: An integrated view of identity, legitimacy, and new venture life cycles. Academy of Management Review, 41(3), 383–409.
The article focuses on three key elements are identified as thresholds for creating new venture legitimacy.

Lahiri, A., Sahaym, A., Baid, C., & Fisher, G. (2019). Academy of Management Annual Meeting Proceedings, 2019(1), 736–741.
Being considered legitimate as a new venture is challenging, especially with product or service failures. The authors in this study conclude that legitimacy is a changing target and needs incremental assessment at different stages of operation and growth.