Objective: The ultimate objective of this study is to facilitate the transition of startups toward Lean Marketing. This is pursued through the development of a comprehensive model encompassing core elements and enablers, and the design of an instrument to assess the current state of implementation.



Method: This study is applied in purpose and adopts a descriptive–analytical approach. Initially, through an in-depth content analysis of 37 studies, 18 core elements and 26 enabling factors of Lean Marketing were identified. Subsequently, using the Content Validity Ratio (CVR) method based on 10 experts' judgments, these were reduced to 10 core elements and 6 enablers. Force Field Analysis (FFA) was then employed to weigh the enablers, and Interpretive Structural Modeling (ISM) was used to establish the hierarchical relationships among the elements. Based on the final model, a researcher-developed questionnaire was designed, and the Lean Marketing status of 49 startups was assessed.



Results: According to the FFA results, "knowledgeable and expert leadership" (weight=0.18), "data-driven decision-making and customer feedback" (weight=0.16), and "commitment of top management and stakeholders" (weight=0.13) were identified as the most influential enablers. The ISM results placed "focus on creating customer value" at the first level (pivotal) and "focus on effective goal-setting in marketing activities" at the fifth level (foundational). Among the assessed startups, the mean score for Lean Marketing elements was 67.87 and for enabling factors was 66.11 out of 100.



Conclusion: Overall, the level of Lean Marketing in the participating startups is classified as moderate. The imbalance between scores and substantial variation across firms suggests that integrated and systematic implementation of Lean Marketing has not yet been fully achieved. A considerable proportion of startups require targeted strategies, stronger managerial infrastructure, and the development of a Lean organizational culture.