Social tech startups and entrepreneurial marketing. A multi-case analysis

This study investigates how social tech startups (STSs) enact the dimensions of entrepreneurial marketing (EM) to address structural liabilities, pursue their dual mission, and achieve legitimacy throughout their lifecycle. Drawing on a qualitative multi-case analysis of 10 Italian STSs, this study reveals that EM in STSs functions as an integrated system of action, with dimensions grouped into two subsystems: one targeting market creation and value delivery, the other focused on securing legitimacy and access amid institutional voids. The study contributes to EM theory by highlighting the role of legitimacy building, regulatory engagement, and adaptive learning across lifecycle stages. It also provides practical implications for STS founders, investors, and policymakers seeking to foster socially impactful innovation.