The study of the correspondence of marketing instruments to the stages of the start-up life cycle
| Autor: | Svetlana Nikiforova |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2018 |
| Předmět: |
Computer science
lcsh:TA1-2040 021105 building & construction 0211 other engineering and technologies 0202 electrical engineering electronic engineering information engineering 020201 artificial intelligence & image processing 02 engineering and technology Marketing Start up lcsh:Engineering (General). Civil engineering (General) |
| Zdroj: | MATEC Web of Conferences, Vol 239, p 07004 (2018) |
| Popis: | The article is devoted to the results of an empirical study of the correspondence of market research methods and promotion tools to the stages of the life cycle of start-ups on the Russian market. The authors’ model of the life cycle of the start-up, consisting of eight stages, is grounded. The authors present the results of an empirical study, consisting of expert interviews and a quantitative survey. A model for the correspondence of marketing instruments to the stages of the life cycle of a start-up is compiled. It is proved that in the process of development of a start-up, the number of marketing instruments used (especially digital tools) should increase at every stage of its life cycle. Based on the results of a desk and empirical studies, a system of criteria and a tool for assessing the sustainable development of a startup at various stages of its life cycle are proposed. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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