Challenges in early stage communication for startups: Two case studies

Andrea Rumler, Leo Schmidt and Alexander Zumdieck

PraxisWISSEN Marketing: German Journal of Marketing, 2019, vol. 4, issue 01/2019, 127-147

Abstract: Start-ups are regularly facing special challenges when developing their communication policy. Very often, neither the founders nor the company name or the products are well-known. This is especially true in the earliest phase of start-ups which is being analyzed in this article. It is especially important to know your communicative target groups and to adapt the communicative measures accordingly. After an analysis of phases in founding start-ups as well as important target groups of communicative measures for start-ups, two practical examples are being introduced. In conclusion, recommendations for the communication policy of start-ups are derived.

Keywords: Communication challenges; failure of startups; life-cycle of startups; startup; stakeholder (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:afmpwm:261148

DOI: 10.15459/95451.36

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PraxisWISSEN Marketing: German Journal of Marketing is currently edited by Andrea Rumler, Andrea Bookhagen

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