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Should B2B Start-Ups Invest in Marketing? (Mintz and Lilien 2024)

April 22, 2024

Although investments in systematic marketing increase firm valuation for early stage B2B start-ups, recent research finds that fewer than half choose to invest in it.

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Tags: resources, capabilities, b2b, investor, culture, b2c, systematic, systematic marketing, organization, configuration, capital, small business, valuation, quality, investors, priorities, start-up, start-ups
Category: Curated B2B Research
Topics: sales and marketing, Corporate strategy

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