Marketing of Innovative startup

Tokarev Boris E. and Shkarovskiy Sergey I.
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Tokarev Boris E.: State University of Management, Moscow, Russia
Shkarovskiy Sergey I.: State University of Management, Moscow, Russia

International Journal of Business and Economic Affairs (IJBEA), 2018, vol. 3, issue 3, 91-100

Abstract: In this article the problem of understanding of the place and essence of an innovative product startupmarketing is discussed. The marketing concept of an innovative startup maintenance at stages of PreSeed, Seed andStartUp is formulated. It is shown that at di erent stages of a startup life cycle it deals with various consumers. Thestructure of the actions for each stage, directed to understanding of the market and consumers, is described. Classi cationof innovative startups markets stages is o ered. The authors formulated a task to de ne how marketing in uencesat the startup as well as how critical is its transformation from one stage to another. In the research it is seen thatstartup marketing must use its speci c set of instruments at every stage. At the PreSeed stage the main participantsare businessmen who introduce an idea, and market can be determined as market of ideas. At the Seed stage investorsare key clients and search of future customer becomes the main marketing goal. At the Sale stage market of startups isforming, where investors and nal customers become principal gures.

Keywords: Innovative product; Consumer; Marketing of a startup; Startup stages (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:aya:ijbeaa:2018:p:91-100

DOI: 10.24088/IJBEA-2018-33001

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