Marketing Mode and Survival of the Entrepreneurial Activities of Nascent Entrepreneurs

The purpose of this chapter is to explore the process of the entrepreneurs pursued by university graduates for establishing and carrying out a business, that is, how do graduates experience the transition from studentship to entrepreneurship? Career motives for the entrepreneurship of young people have become an attention-grabbing subject for many researchers. Nowadays, universities are performing the foremost role in creating an environment conducive to entrepreneurial skills and development with a particular focus on shaping up the attitudes of students to pursue entrepreneurship. To further explore this, a qualitative approach is deployed using semi-structured interviews for data collection purposes. The findings of the study highlight the underpinnings of an entrepreneurial journey that hinges on four emergent categories which are market analysis, personal initiative, business activity, and marketing. This study offers new insights into nascent entrepreneurs’ early experiences of managing new enterprises, which can be further extended to established entrepreneurs for understanding region-specific practices in the context of developing countries.