Education as a Key Factor of Entrepreneurship Ecosystems: The Role of Lean Marketing

This paper investigates the characteristics and evolutionary dynamics of entrepreneurship ecosystems (EEs), focusing on their role in local socio-economic development. It aims to contribute to the literature by detailing EE features, focusing on actor interactions and the enabling potential of some specific resources, such as collaboration, education, digital technologies, marketing communication, and regulatory frameworks. Employing a qualitative, interpretive case study analysis, the research examines the EE in Campania, a prominent Southern Italian region, through semi-structured interviews with key informants. Findings highlight the enhancing roles of entrepreneurship education and digital technologies in the ecosystem's evolutive dynamics. The study reveals that "institutional" actors strategically approach entrepreneurship education, emphasizing collaboration, omnichannel communication, and regulatory compliance. Collaboration within the EE is multifaceted, with actors engaging formally and informally to mobilize resources and create value. Entrepreneurship education is crucial for fostering entrepreneurial mindsets and innovation, with a growing shift towards digital and smart technologies for personalized learning experiences. Communication approaches vary, but institutional actors prioritize strategic, integrated digital channels. The regulatory framework, though complex, is vital for entrepreneurial activities, with support from local institutions and incubators helping navigate bureaucratic hurdles. This research extends the understanding of EEs by detailing their internal dynamics, emphasizing the influence of entrepreneurship education and lean marketing on competitiveness. It offers implications for theory and practice, underscoring the need for strategic collaborations, digital infrastructure investment, and streamlined regulatory policies to foster thriving entrepreneurial environments.