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A Study of Factors Influencing the Startup Marketing Strategy

Javanshir Estiar, Amin Reza | 2019

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 52240 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Karami, Naser
  7. Abstract:
  8. Small and medium-sized businesses in all countries are an important part of the economy, but are strongly affected by rapid changes in the external environment, especially demographic and economic. These rapid changes are affecting the marketing of these businesses to meet customers' needs and expectations in order to maintain a competitive position in the market. Startups, as a group of small and medium-sized businesses, are no exception and are affected by the changes. To respond to these changes startups need to have a proper marketing strategy in order to survive failure in this dynamic environment. The marketing strategy of these organizations is different from the marketing strategy of large organizations. This is because of the characteristics of startups; the in-company characteristics and environmental factors that make startups employ innovative approaches in their marketing approach. Entrepreneurial marketing takes advantage of innovation to help startups adapt to changing environments and gain market share. In this research, a complete model of the external and internal factors influencing the choice of marketing strategy in startups has been determined by studying Iranian startups as a case study. To accomplish this, it was first examined by reviewing the literature of previous studies by researchers. At the end of this phase, the initial model for small and medium-sized businesses was elaborated and then a semi-structured interview was conducted for a startup model and then the final model was determined using a questionnaire answered by 71 startup managers
  9. Keywords:
  10. Small and Medium Businesses ; Strategic Planning ; Entrepreneurial Marketing ; Start-up Companies ; Marketing ; Marketing Strategy

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