The failure of new technology-based firms (NTBF): a reading by entrepreneurial marketing (EM)

A better understanding of the new technology-based firms (NTBF)' failure is an important economic and social challenge taking account their huge perspectives in case of success. Using the model of Morris, Schindehutte and Laforge (2002), this research questions the relevance of a reading of the failure of NTBF by entrepreneurial marketing (EM). Its objectives are first of all to study the EM of a NTBF in an exploratory way to then determine if this perspective makes a new contribution to the knowledge of the phenomenon of failure of NTBF. The results show that the ME constitutes a relevant reading grid and leads to the formulation of proposals concerning the reading of the entrepreneurial failure of NTBF by the EM.