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Do marketers matter for entrepreneurs?

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Researchers from the University of Texas, University of Chicago, University of Notre Dame, and London School of Economics published a new paper in the
Journal of Marketing that examines whether entrepreneurs in emerging markets can benefit from marketers help.
The study, forthcoming in the
Journal of Marketing, is titled Do Marketers Matter for Entrepreneurs? Evidence from a Field Experiment in Uganda and is authored by Stephen Anderson, Pradeep Chintagunta, Frank Germann, and Naufel Vilcassim.
Can marketers help improve the world? While this question may seem vast and unknowable, this new study proposes otherwise. The researchers propose that marketers can help entrepreneurs in emerging markets grow their businesses. And flourishing entrepreneurs in these markets can then improve lives, sustain livelihoods, enhance overall living standards, and strengthen societies. ....

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Marketing has major benefits for entrepreneurs in emerging markets, study shows

Can marketers help improve the world?
Their field may not be top of mind among those that contribute to the greater good, yet new research from the University of Notre Dame shows marketers can help entrepreneurs in emerging markets grow their businesses, which in turn helps them to improve lives, sustain livelihoods, enhance overall living standards and strengthen societies.
Frank Germann
Germann, along with Stephen Anderson from the University of Texas at Austin, Pradeep Chintagunta from the University of Chicago and Naufel Vilcassim from the London School of Economics, conducted a randomized, controlled field experiment with 930 Ugandan businesses that were aided by international business support volunteers including marketers from more than 60 countries. ....

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Marketing has major benefits for entrepreneurs in emerging markets, study shows

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Their field may not be top of mind among those that contribute to the greater good, yet new research from the University of Notre Dame shows marketers can help entrepreneurs in emerging markets grow their businesses, which in turn helps them to improve lives, sustain livelihoods, enhance overall living standards and strengthen societies.
Do Marketers Matter for Entrepreneurs? Evidence from a Field Experiment in Uganda is forthcoming in the
Journal of Marketing from Frank Germann, an associate professor of marketing at Notre Dame s Mendoza College of Business who teaches core marketing courses in the Notre Dame MBA program.
Germann, along with Stephen Anderson from the University of Texas at Austin, Pradeep Chintagunta from the University of Chicago and Naufel Vilcassim from the London School of Economics, conducted a randomized, controlled field experiment with 930 Ugandan businesses that were aided by international business support volunteers including ....

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