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Media Communication as a Marketing Strategy for Technology Start ...

Source: www.innovationjournalism.org
Topic: Marketing Strategy

Sort Desciption: Marketing Strategy for Technology. Start-up Firms. Young firms are aware of the need to influence potential stakeholders around. them such as customers ...

Content Inside: Media Communication as a Marketing Strategy for Technology Start-Up Firms Peter Svensson Visiting Researcher Stanford University Phd Candidate in Industrial Economics and Management Linkping Institute of Technology David Nordfors Senior Research Scholar Program Leader Innovation Journalism SCIL Stanford University Innovation Journalism Vol.3 No.4 May 29 2006 P.Svensson D.Nordfors: Media Comm. for Startups The Third Conference on Innovation Journalism 2 1 INTRODUCTION.3 2 THEORY.4 2.1 S OCIAL N ETWORK T HEORY .4 2.2 I NNOVATION A DAPTATION AND D IFFUSION T HEORY .5 3 METHODOLOGY.6 4 DATA FINDINGS.7 4.1 T HE W HITE C ASE .7 4.2 G LOBAL IP S OUND .8 4.3 S PARK PR .9 5 DISCUSSION.9 5.1 P ROPOSITION .10 6 EXAMPLE OF MANAGERIAL GUIDELINES.11 Innovation Journalism Vol.3 No.4 May 29 2006 P.Svensson D.Nordfors: Media Comm. for Startups The Third Conference on Innovation Journalism 3 Media Communication as a Marketing Strategy for Technology Start-up Firms Young firms are aware of the need to influence potential stakeholders around them such as customers venture capitalists suppliers that their business is innovative and is of commercial importance. Researchers have called this to bridge the credibility gap. Getting one actor committed to the project will help establishing credibility to reach out to other actors (Birley and Norburn 1985). Further research has proven that personal relationships are often the factor that enables the first transactions and the founders of the firm are using their prior credibility in the new firm (Kowalkowski et al 2005). From case studies and interviews with different stakeholders we found that companies using media as a strategy to launch their new concept and managing to get good coverage equals this to having prior relationships with customers and other stakeholders. It even increases the understanding of the new concept and the firm does not need to explain their business idea and model every time the m ...

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