Purpose – The purpose of this paper is to develop a conceptual framework, based in entrepreneurship theory, which explains how marketing emerges in startups founded by members of the Millennial generation. Design/methodology/approach – Following a literature review, from which propositions...

Purpose – The purpose of the study is to investigate the preferences of young Millennials for a salient product category (toys) and to investigate possible within‐group differences that have relevance for marketers. Design/methodology/approach – The study carried out analysis of...