Branding Impetus for Start-Ups

2018 ◽  
pp. 54-74 ◽  
Author(s):  
Umashankar Venkatesh
Keyword(s):  
Resource Constraints ◽  
Scaling Up ◽  
Main Thrust ◽  
Brand Building ◽  
Innovative Idea ◽  
Multiple Challenges ◽  
Start Ups

Startups face multiple challenges in the initial stages of their existence, characterized by resource constraints, they encounter – financial, legal and reputational risks. Gaining traction in the market, and scaling-up is the main thrust of any such business. Most start-ups come into existence on the basis of an innovative idea for a service or product, presented in the form of a business proposition. The consequence of this is - how do they establish this ‘new' idea/concept or product in the chosen market. A bigger question to answer is also the reputational non-existence of the start-ups when they are relatively unknown to most stakeholders and publics - relevant for growth and success. This chapter explores the relevance and importance of branding for startups based on literature and industry cases. The chapter concludes with outlining directions for brand building in the context of both B2C and B2B startups.

Branding Impetus for Start-Ups

2017 ◽  
pp. 138-156
Author(s):  
Umashankar Venkatesh
Keyword(s):  
Resource Constraints ◽  
Scaling Up ◽  
Main Thrust ◽  
Brand Building ◽  
Innovative Idea ◽  
Multiple Challenges ◽  
Start Ups

Startups face multiple challenges in the initial stages of their existence, characterized by resource constraints, they encounter – financial, legal and reputational risks. Gaining traction in the market, and scaling-up is the main thrust of any such business. Most start-ups come into existence on the basis of an innovative idea for a service or product, presented in the form of a business proposition. The consequence of this is - how do they establish this ‘new' idea/concept or product in the chosen market. A bigger question to answer is also the reputational non-existence of the start-ups when they are relatively unknown to most stakeholders and publics - relevant for growth and success. This chapter explores the relevance and importance of branding for startups based on literature and industry cases. The chapter concludes with outlining directions for brand building in the context of both B2C and B2B startups.

scholarly journals Bricolage in the marketing efforts of a social enterprise

2016 ◽  
Vol 18 (2) ◽  
pp. 176-196 ◽  
Author(s):  
Merie Joseph Kannampuzha ◽  
Mari Suoranta
Keyword(s):  
Social Enterprise ◽  
Resource Constraints ◽  
Early Stage ◽  
Entrepreneurship Education ◽  
Social Enterprises ◽  
Structured Interviews ◽  
Content Type ◽  
Creative Solutions ◽  
Start Ups ◽  
Resource Leveraging

Purpose The paper aims to understand how resource constraints are addressed in the development of a marketing strategy by a social enterprise. Design/methodology/approach The authors have used an in-depth case study of collaboration between a Finnish university and an Indian social enterprise as the methodology for the research in which the data were collected over a period of two years. The data involve semi-structured interviews, field notes and student reports. Findings The authors propose bricolage as a method of marketing ingenuity in resource-constrained social enterprises. Network bricolage and entrepreneurship education bricolage were identified as two mechanisms adopted to address resource constraints in the early stage of the development of a social enterprise. Further studies need to be conducted to test the applicability of network bricolage among a variety of small and medium-sized enterprises and start-ups. Bricolage could be explored in more detail as an alternative to resource leveraging to understand the marketing activities of social businesses in their initial stages. Research limitations/implications Network bricolage is a type of bricolage in which an entrepreneur utilizes existing personal and professional networks as a resource at hand. Although networking and resource leveraging imply that the founders of an organization pursue resources from previously unknown people, network bricolage involves already known contacts of the entrepreneur. Practical implications Another type of bricolage that observed by the authors was entrepreneurship education bricolage. A combination of students, business mentors and university resources such as faculty members was utilized as an ingenuity mechanism to develop creative solutions for a shortage of marketing resources. Originality/value The theoretical framework of entrepreneurial bricolage is applied in the context of the marketing of a social enterprise.

scholarly journals Challenges of scaling-up process for start-ups

2017 ◽  
Vol 2 (1) ◽  
pp. 62-70 ◽  
Author(s):  
Marian Zajko
Keyword(s):  
Scale Up ◽  
High Growth ◽  
Scaling Up ◽  
Growth Potential ◽  
Internal Factors ◽  
Policy Makers ◽  
Start Up ◽  
Secondary Survey ◽  
External Conditions ◽  
Start Ups

Abstract Start-up is just a beginning phase of a company life cycle followed by the growth or scaling phase where the growth potential of start-up can develop into a high-growth company bringing revenues, well-paid jobs and taxes. The purpose of the paper is to analyse the essence of scaling up and the relevant external and internal factors for successful scaling up. The research method consists in analysis of internal and external conditions for successful scaling up and related support policies in the EU and Slovakia based on the secondary survey data and relevant publications. The findings about the Slovak start-up ecosystem confirm the relevance of risks of scaling up for the Slovak startups too. Therefore next to the improving of the start-up ecosystem the Slovak policy makers should develop systematic support measures for the scale-up ecosystem in Slovakia based on appropriate scale up metrics and incentives for support of start-ups in order to achieve a higher proportion of gazelles in the economy.

Service Location Optimization Model for Improving Rural Emergency Medical Services

2018 ◽  
Vol 2672 (32) ◽  
pp. 83-93 ◽  
Author(s):  
Zhaoxiang He ◽  
Xiao Qin ◽  
Yuanchang Xie ◽  
Jianhua Guo
Keyword(s):  
Emergency Medical Services ◽  
Rural Areas ◽  
Optimization Model ◽  
Resource Constraints ◽  
Prehospital Care ◽  
Cost Effective ◽  
Medical Services ◽  
Location Optimization ◽  
Emergency Medical ◽  
Multiple Challenges

Approximately 35,000 fatalities are attributed to accidents on U.S. highways each year and more than half of them occurred in rural areas. With such a high percentage of fatalities, rural areas are in critical need of timely and reliable Emergency Medical Services (EMS). EMS provide important prehospital care to victims before they are transferred to a hospital. After an accident occurs, the time it takes for victims to receive care from EMS is crucial to their survival. Compared with urban EMS, rural EMS face multiple challenges. One of them is how to properly site EMS stations to provide cost-effective services in rural areas. The goals of this paper include analyzing the spatial patterns of EMS station and incident locations, and optimizing rural EMS station locations. The data were collected from South Dakota, a rural state. This dataset was used to perform spatial analysis and to develop and evaluate an EMS location optimization model. The location optimization model aims to maximize the rural EMS coverage while taking service equity into consideration. The model was solved by a genetic algorithm toolbox in R. The proposed model provides an important and practical tool for rural EMS officials to select new EMS stations or relocate existing stations to improve service performance under budget and resource constraints.

Employer brand building for start-ups: which job attributes do employees value most?

2011 ◽  
Vol 81 (S6) ◽  
pp. 111-136 ◽  
Author(s):  
Andranik Tumasjan ◽  
Maria Strobel ◽  
Isabell M. Welpe
Keyword(s):  
Job Attributes ◽  
Brand Building ◽  
Employer Brand ◽  
Start Ups

Sequential Product Development and Introduction by Cash-Constrained Start-Ups

2020 ◽  
Author(s):  
Sreekumar Bhaskaran ◽  
S. Sinan Erzurumlu ◽  
Karthik Ramachandran
Keyword(s):  
Product Development ◽  
Resource Constraints ◽  
Problem Definition ◽  
Product Introduction ◽  
Start Up ◽  
Negative Effect ◽  
Start Ups ◽  
The Impact ◽  
Established Firm ◽  
Advanced Version

Problem definition: Firms developing novel and innovative products regularly face a canonical product development and introduction problem: introduce a proven and immediately available product or delay product introduction until the successful development of an advanced version. Academic/practical relevance: Limited access to resources for the development of an advanced version adds another wrinkle to this problem, particularly for cash-constrained start-ups. For such start-ups, the introduction of an on-hand product can generate additional funds to support the development of an advanced product. However, the lower performance of the on-hand product can negatively impact the perception of the firm’s future products and lower future profitability. Methodology: We study the trade-off between revenues that an on-hand product generates for research and development funding and the negative effect it has on future profits. We characterize the optimal introduction timing of the on-hand product as a function of the financial resource constraints, the interdependence between these sequential products and the cost of development. Results: We identify important differences between the optimal product introduction strategies of a start-up and an established firm. Specifically, although it is always optimal for an established firm to accelerate the launch of a better-quality on-hand product, a start-up might find it optimal to delay its launch. The impact of technological failure and different forms of learning on the optimal strategy of the start-up are also explored. We translate our analytical findings into a managerial framework and illustrate these results using examples from the pharmaceutical and medical devices industries.

scholarly journals Transnational Entrepreneurship: A New Perspective on a Cooperative Approach towards Cross-border Entrepreneurship

2021 ◽  
Vol 7 (3) ◽  
pp. 271-286
Author(s):  
Christian Brandstetter ◽  
Roman Kerres ◽  
Carsten Hahn
Keyword(s):  
Business Model ◽  
Business Models ◽  
Resource Constraints ◽  
Market Access ◽  
Strong Impact ◽  
Cross Border ◽  
Transnational Entrepreneurship ◽  
New Perspective ◽  
Start Ups ◽  
Practical Implications

Cross-border cooperation in the early stages of a start-up might be one way of developing a sustainable and scalable business model for young enterprises. Thus, this paper is anchored at the intersection of the research areas of international Entrepreneurship and business model innovation. Its intention is to open up diverse perspectives for researchers in the field of cross-border Entrepreneurship. For this complex approach of cross-national cooperation, a theoretical framework with helpful knowledge has been developed. This work is considered relevant in view of the possible future developments in the fields of Innovation and Entrepreneurship. Global developments, such as the rapid growth of digitization, have a strong impact on the global economic situation as well as the field of Entrepreneurship (Kollmann et al. 2017). While on the one hand many people in Europe fear falling behind China and the USA when it comes to innovation, the associated potential for new, globally applicable business models is often neglected even though start-ups might have the courage to address them. However, they usually lack the resources and market access they need to implement their objectives. Therefore, this paper offers a new perspective on Transnational Entrepreneurship (TE) and demonstrates an approach for a cooperative possibility, how young companies can successfully discover cross-border market opportunities together with other start-ups and implement new business models successfully, providing a new perspective and first practical implications from action research-based pilot projects for Transnational Entrepreneurship. Furthermore, first practical implications were implemented through a university project in the challenging environment of resource constraints and cross-border communication. Keywords: transnational, entrepreneurship, cooperation, business model,

CORPORATE BRAND BUILDING IN START-UPS

2005 ◽  
Vol 13 (03) ◽  
pp. 273-294 ◽  
Author(s):  
PETER WITT ◽  
VERENA RODE
Keyword(s):  
Structural Model ◽  
Causal Relation ◽  
New Ventures ◽  
Measurement Model ◽  
Corporate Identity ◽  
Corporate Image ◽  
Corporate Brand ◽  
Formative Measurement ◽  
Brand Building ◽  
Start Ups

In this paper, we develop a multi-stage formative measurement model to investigate which factors constitute the corporate brand of a start-up as seen from within the firm (corporate identity) and as perceived from outside (corporate image). Furthermore, we propose a structural model for brand building in start-ups, i.e. the causal relation between corporate identity and corporate image. We test this model empirically for a sample of 311 German start-ups. The study proves the importance of well-balanced and timely corporate branding activities in new ventures. It shows that internal branding activities are at least as important as those communication measures that are directly targeted at external audiences like customers and investors.

Sign in / Sign up

Export Citation Format

Share Document