Entrepreneurial Marketing and Change Readiness

Abstract

The paper outlines the critical rational of change readiness for entrepreneurial ventures. It is very difficult for innovative startups to assess correctly customers’ response prior to actual entry. The probability of success increases when the venture adapts quickly to the feedback derived from users.

It is proposed that a proper and timely adaptation can be directed by applying systematic elements of change readiness. These elements are discussed with special attention to the unique characteristics of information gathering and interpretation in the case of new innovative products.