BUSINESS INFORM JOURNAL.

УКР

ENG

Search:

REGISTRATION CERTIFICATE

KV #19905-9705 PR dated 02.04.2013.

FOUNDERS

RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
ID R30-03156

PUBLISHER

Liburkina L. M.

SITE SECTIONS

Specifics of Marketing Activities for the Development of a Startup
Bielikova N. V., Yurchenko O. K.

Bielikova, Nadiia V., and Yurchenko, Oleksiy K. (2023) “Specifics of Marketing Activities for the Development of a Startup.” Business Inform 9:319–324.
https://doi.org/10.32983/2222-4459-2023-9-319-324

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 9

Download article (pdf) -

UDC 339.138

Abstract:
The problems of promotion in international sales markets are especially acute for companies in high-tech industries, in particular for high-tech startups. The need for reasonable development and use of international marketing strategies by high-tech startups at the stage of growth and scaling of their activities is grounded upon: the difficulty of conveying the value of the offer to the end consumer; accelerated development of scientific and scientific-technological progress, which leads to the emergence of new technologies and innovative products; constant intensification of competition in world markets; gaps in the socioeconomic development of individual countries. The aim of the study is to determine the specific features of international marketing activities for the development of a high-tech startup. The article examines the theoretical aspects of international marketing; the article considers approaches to the definition of the essence of the concept of «international marketing», features of the modern market of high-tech products, the essence of a startup, in particular a high-tech one, the startup life cycle. It is substantiated that the directions of marketing activities vary depending on the stages of the startup life cycle. The main trends within which startup marketing will develop, and the approaches and models on which the marketing strategy of a startup can be based are determined.

Keywords: international marketing, strategy, high-tech product market, startup, high-tech startup, startup life cycle, startup creation and scaling.

Fig.: 1. Bibl.: 29.

Bielikova Nadiia V. – Doctor of Sciences (Economics), Professor, Academic secretary, Research Centre for Industrial Problems of Development of NAS of Ukraine (2 floor 1-a Inzhenernyi Ln., Kharkiv, 61166, Ukraine)
Email: [email protected]
Yurchenko Oleksiy K. – Postgraduate Student, Research Centre for Industrial Problems of Development of NAS of Ukraine (2 floor 1-a Inzhenernyi Ln., Kharkiv, 61166, Ukraine)
Email: [email protected]

List of references in article

Emelda, M. “Difference Between Domestic and International Marketing“. DifferenceBetween.net. October 12, 2011. http://www.differencebetween.net/business/difference-between-domestic-and-international-marketing/
Kotler, P. Kotler Despre Marketing. Brandbuilders Grup, 2003.
International Marketing. New York, NY: McGraw-Hill, 2009.
Spillan, J. E. “A Review of “International Marketing Ninth Edition”“. Journal of Global Marketing, vol. 21, no. 2 (2008): 173-174. DOI: https://doi.org/10.1080/08911760802135608
Mizhnarodnyi marketynh [International Marketing]. Kyiv: TsUL, 2014.
Azarian, Ye. M., Shubin, A. A., and Zhukova, H. L. Mezhdunarodnyy marketing [International Marketing]. Kyiv: Studtsentr, 2005.
Spivakovska, T. V., and Tsarova, T. O. Mizhnarodnyi marketynh: konspekt lektsii [International Marketing: A Summary of Lectures]. Kyiv, 2021.
Hozdpeva, P. B. Mezhdunarodnyy marketing [International Marketing]. Moscow: Ekonomist, 2005.
Saveliev, S. B. Mizhnarodnyi marketynh [International Marketing], part 1. Kyiv: CDO, 1995.
Shanklin, W. L., and Ryans, J. K. Marketing high technology. Mass.: Lexington Books, 1984.
John, G., Weiss, A., and Dutta, S. “Marketing in Technology-Intensive Markets: Toward a Conceptual Framework“. Journal of Marketing, vol. 63, no. 4 (1999): 78-91. DOI: https://doi.org/10.1177/00222429990634s
Danko, T. V. “Vysokotekhnolohichnyi marketynh na svitovykh rynkakh“ [High-tech Marketing in Global Markets]. In Menedzhment, marketynh ta intelektualnyi kapital v hlobalnomu ekonomichnomu prostori, 474-488. Kharkiv: Tsyfrova drukarnia № 1, 2012.
Jurgens, J. “How startups drive economic recovery while growing responsibly“. Global Agenda. World Economic Forum. Davos, 2022. https://www.weforum.org/agenda/2022/05/how-startups-help-drive-economic-recovery-and-growth/
Geibel, R., and Manickam, M. “The startup ecosystems in Germany and in the USA. Explorative analysis and comparison of the startup environments“. Conference: 5th Annual International Conference on Innovation and Entrepreneurship, vol. 5. 2015. DOI: https:doi.org/10.5176/2251-2039_IE15.9
Saluveer, S.-K., and Truu, M. “Startup Estonia White Paper 2021-2027“. July 2020. https://media.voog.com/0000/0037/5345/files/Startup%20Estonia%20White.%20Paper%202021-2027.pdf
Kushnir, N. O., and Sidak, S. V. “Suchasnyi stan inozemnoho investuvannia u rozvytok vysokotekhnolohichnykh startap-proiektiv v Ukraini“ [Modern State of Foreign Investment in the Development of High-Tech Start-Up Projects in Ukraine]. Naukovi innovatsii ta peredovi tekhnolohii, no. 5 (2023): 84-92. DOI: https://doi.org/10.52058/2786-5274-2023-5(19)-84-92
Burgel, O. et al. “Internationalisation of High-Tech Start-Ups and Fast Growth - Evidence for UK and Germany“. Discussion Paper no. 00-35, 2012. https://ftp.zew.de/pub/zew-docs/dp/dp0035.pdf
“Zhyttievyi tsykl start-up“ [Life Cycle of a Start-up]. https://posibniki.com.ua/post-zhittevii-cikl-start-up
Marketynh startap-proektiv [Marketing of Startup Projects]. Kyiv: KPI im. Ihoria Sikorskoho, 2019.
“9 trendov dlya startap-marketinga“ [9 Trends for Startup Marketing]. https://toplead.com.ua/ru/blog/id/9-trendov-dlja-startap-marketinga-105/
Danko, T., and El, Haji R. “Integrating international marketing strategy into the business model framework“. Problemy sotsialno-ekonomichnoho rozvytku pidpryiemstv. Kharkiv: Planeta-Print, 2020. 69-70.
Osterwalder, A., and Pigneur, Y. Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. John Wiley & Sons, 2010.
Onetti, A. et al. “Internationalization, innovation and entrepreneurship: business models for new technology-based firms“. Journal of Management & Governance, vol. 16, no. 3 (2012): 337-368. DOI: https://doi.org/10.1007/s10997-010-9154-1
Child, J. et al. “SME international business models: The role of context and experience“. Journal of World Business, vol. 52, no. 5 (2017): 664-679. DOI: https://doi.org/10.1016/j.jwb.2017.05.004
Ibarra, D., Ganzarain, J., and Igartua, J. I. “Business model innovation through Industry 4.0: A review“. Procedia Manufacturing, vol. 22 (2018): 4-10. DOI: https://doi.org/10.1016/j.promfg.2018.03.002
Doyle, P. Value-based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value. John Wiley & Sons, 2008.
Stone, M. A., and McCall, J. B. International Strategic Marketing: A European Perspective. New York, NY: Routledge, 2004.
“Why Use Lean vs Business Model Canvas?“ https://www.eqengineered.com/insights/why-use-lean-vs-business-model-canvas
Lee, D. “Using the Business Model Canvas for your marketing strategy“. https://strategyst.co.uk/blog/using-the-business-model-canvas-for-your-marketing-strategy/

FOR AUTHORS

License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Publication Contract

Current Issue

Frequently asked questions

INFORMATION

The Plan of Scientific Conferences

OUR PARTNERS

Journal «The Problems of Economy»

The site and its metadata are licensed under CC BY-SA.

Write to webmaster