Das Beste aus zwei Welten. Wie etablierte Unternehmen und Start-ups Märkte erschließen

Rigo Tietz, Petra Kugler, Franziska Weis, Wilfried Lux and Sebastian Scheler

Der Betriebswirt, 2022, vol. 63, issue 2, 69-95

Abstract: Established companies and start-ups act very differently on their respective markets. The particular differences and commonalities with respect to market penetration and market development have been defined in an online Delphi survey with 120 respondents. The results are based on a quantitative and qualitative survey and reveal the strengths and weaknesses of both worlds. The exchange between established companies and start-ups can add value for both company types. Established com-panies can learn from start-ups to be more innovative, flexible and fast. Start-ups can benefit from the long-standing experiences and relationships of the established companies. A combination of both strengths can help to overcome challenges and offset the weaknesses of the respective other. The best of both worlds means to try something new and preserve the existing, to seize new opportunities and avoid risks or to decide rationally without suppressing the entrepreneurial intuition. / Etablierte Unternehmen und Start-ups bearbeiten ihre Märkte oft ganz unterschiedlich. In einer online durchgeführten Delphi-Befragung mit 120 Personen wurden die Unterschiede und Gemeinsamkeiten bei der Marktbearbeitung und -erschließung herausgearbeitet. Die Ergebnisse stützen sich auf eine quantitative und qualitative Erhebung und machen die jeweiligen Stärken und Schwächen dieser beiden Welten deutlich.

Date: 2022
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