Divide Between Academics and Entrepreneurs of Low-Income Contexts

Abstract

The present study aims to analyze how entrepreneurs in low income contexts operate their businesses, in order to verify how their activities align/distance from the teachings of the academic environment. To this end, in-depth interviews were conducted with nine university professors and eight entrepreneurs in low-income contexts to compare their accounts of which theories, concepts, and marketing model would be important to the success of entrepreneurs. The findings show that, in general, entrepreneurial practices are poorly aligned with academic teachings regarding environmental analysis, marketing research, and segmentation and market positioning practices, but are closer when considering the marketing mix.