CustomerValue Based Marketing Activities in FastGrowth Firms

This study investigates customervalue based marketing activities in emerging or new fastgrowth ventures. A contextual analysis of interview data identified seven customervalue based marketing activities actively pursued synergistically by fast growth firms employee branding, target marketing, marketing planning marketingmarket research, product differentiation via quality, relationship marketing, and guerrilla marketing. These elements form a complex web in which each marketing activity complements the other. There are three main implications all marketing activities are intertwined, in line with marketing theory and practice associated with large firms most marketing activities undertaken are low cost and establishing a winning reputation is an important objective. CEOs associate reputation with brand building via employees.