Convergence of quality and productivity in start-up enterprises: analysis of divergent value perspectives

This study analyses the impact of customer segmentation, customer acquisition and retention, and customer behaviour on the organisational growth and performance of the start-up enterprises (SUEs) in Mexico. SUEs tend to gain more market share by implementing customer-centric approach through various cognitive variables. These variables include customer acquisition, brand promotion, referrals, brand loyalty, purchase intention, self-perception (me-too-feeling), product referrals, and repeat buying behaviour. Information gathered from 308 respondents was admitted to the data analysis process. In all, information from 88% of respondents was considered for data analysis. This study reveals that most SUEs focus on customer-centric market segments within niche (minimum viable segments) to increase marketing efficiency by generating pre-emptive consumer behaviour. The performance of an SUE is determined by customer acquisition approaches, target segmentation, consumer confidence, product referrals, and purchase intentions towards innovative products.