الريادة لاقتصاديات الأعمال
Volume 12, Numéro 2, Pages 390-409
2026-06-21
Lateral Marketing As An Approach To Achieving Entrepreneurship For Startups – A Case Study On The Innovative Reminder Application 'medminder' In Algeria
Authors : Maamri Ali .
Abstract
This research aims to measure the ability of lateral marketing strategy to enhance entrepreneurship for startups to achieve communication and success. Lateral marketing strategy today represents an approach to accommodate changes that connect the organization with its customers, thereby leading to sound decision-making. Consequently, the search for new and advanced management concepts to deal with complex environmental variables has become essential, as has the need for organizations to commit to and intensify their efforts toward adopting lateral marketing to strengthen entrepreneurship and build deeper strategic relationships with customers. Accordingly, this research seeks to further analyze the relationship between the two variables (lateral marketing and entrepreneurship for startups) using a descriptive methodology. The results showed: • Lateral marketing was the tool that transformed creativity into a viable and scalable entrepreneurial project. • The development of the MedMinder application embodies innovation, serves a neglected segment, and enhances the economic sustainability of the startup. As a recommendation, Algerian entrepreneurs are encouraged to adopt lateral marketing strategies in designing their products and services, particularly in sectors requiring innovative solutions that serve marginalized groups. Jel Codes Classification :M31, L26.
Keywords
Lateral Marketing ; Entrepreneurship ; Startups
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