B2B Startups Brand Positioning: A Content Analysis

Mirko Olivieri ()
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Mirko Olivieri: Università Cattolica del Sacro Cuore

Chapter Chapter 4 in Scaling B2B Markets, 2025, pp 87-118 from Springer

Abstract: Abstract This final chapter aims to investigate how B2B startups position their brands by adopting digital channels. To achieve this research objective, a content analysis supported by NVivo 15 of the LinkedIn pages and corporate websites of three B2B startups was conducted. The results of the study identify the key themes communicated by the analyzed startups to position their brands, such as their presence in foreign markets, innovation, R&D initiatives, and sustainable projects. In conclusion, the integration of these digital touchpoints allows startups to create a coherent brand narrative, ensuring that their communications reach a wide range of stakeholders.

Keywords: B2B startups; Brand positioning; Brand narrative; LinkedIn; Corporate website (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-3-031-93405-6_4

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