Skip to main content
Fachgebiete
Automobil + Motoren Bauwesen + Immobilien Business IT + Informatik Elektrotechnik + Elektronik Energie + Nachhaltigkeit Finance + Banking Management + Führung Marketing + Vertrieb Maschinenbau + Werkstoffe Versicherung + Risiko
DE
EN
Themenseiten
Organisationspsychologie Projektmanagement Marketing Smart Manufacturing
Bücher
Zeitschriften
Weitere Formate
Podcasts Webinare Technik Webinare Wirtschaft Kongresse Veranstaltungskalender Awards
Jetzt Einzelzugang starten
Zugang für Unternehmen
Referenzkunden
ATZ-Fachkongress

Chassis.tech plus 2024


4 Kongresse in einer Veranstaltung

Treffen Sie in München die Fachleute von Chassis, Lenkung, Bremsen sowie Reifen/Räder.
Erweiterte Suche
Anmelden
nach oben
Erschienen in:
Risk Management Instruments Offered by P2P Lending Platforms. A Cross-Country Empirical Analysis Based on a Scoring System Kapitel lesen Erstes Kapitel lesen

2019 | OriginalPaper | Buchkapitel

15. Integrated Communication for Start-Ups Toward an Innovative Framework

verfasst von : Fabrizio Mosca, Serena Bianco, Claudia Pescitelli

Erschienen in: The Future of Risk Management, Volume II

Verlag: Springer International Publishing

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config
loading …

Abstract

Start-ups present completely different dynamics from any other type of enterprise but the communication becomes in any case a strategic activity. The literature analysis highlights the need of new studies that show communication strategies as an integral part of the entrepreneurial strategy. We decided to engage in a research that could give a communication system overview of Italian start-ups, by extending the analyzed sample at a national level and identifying the integrated communication activities currently implemented by start-ups. The encouraging results of the study support the hypothesis of a positive effect of integrated communication on start-up’s economic performance. We think that the communication can have an extraordinary impact on the development of business and reputation, and we define a “Theoretical framework” specifically dedicated to start-ups.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Jetzt informieren
Vorheriges Kapitel Sharing Economy Risks: Opportunities or Threats for Insurance Companies? A Case Study on the Iranian Insurance Industry
Nächstes Kapitel Thinking Food Safety: The Consumers’ Perception
Anhänge
Nur mit Berechtigung zugänglich
Fußnoten
1
Best practice: this expression indicates performances showing the best start-up’s operating features and quality indicators.
 
2
Cross-channel strategies: strategies providing customers with different, complementary channels allowing a user-friendly on-line ordering experience.
 
Literatur
Adams, P. (1995). La generazione della brand Equity. In S. Vicari (Ed.), Brand equity. Milano: Egea.
Aldrich, H. E., & Fiol, C. M. (1994). Fools rush in? The institutional context of industry creation. The Academy of management review, 19(4), 645–670.
Astrologo, D., & Garbolino, F. (2013). La conoscenza partecipata. Milano: Egea.
Balmer, J. M. T., & Gray, E. R. (1999). Corporate identity and corporate communications: Creating a competitive advantage. Corporate Communications: An International Journal, 4, 171–176.
Barker, R. T., & Gower, K. (2010). Strategic application of storytelling in organizations: Toward effective communication in a diverse world. Journal of Business Communication, 47(3), 295–312.
Baron, R. A., & Tang, J. (2009). Entrepreneurs’ social skills and new venture performance: Mediating mechanisms and cultural generality. Journal of Management, 35(2), 282–306.
Blank, S. (2015). The global startup ecosystem ranking 2015. Startup Compass.
Bone, J., & Baeck, P. (2016, June). Crowdfunding good causes—Opportunities and challenges for charities, community groups and social entrepreneurs. Nesta.
Brondoni, S. M. (2000). Cultura d’impresa, ‘intangible assets’ e modelli di concorrenza, vol. 2. Research Report.
Brondoni, S. M. (2005). Patrimonio di marca e risorse immateriali d’impresa. Torino: Giappichelli.
Brondoni, S. M. (2010). Mercati globali, intensità competitiva e sistema degli immateriali corporate e di prodotto. In L. Marchi & S. Marasca, Le risorse immateriali nell’economia delle aziende (pp. 293–302). Bologna: Il Mulino.
Brown, T. E., & Boon, E., & Pitt, L. F. (2017). Seeking funding in order to sell: Crowdfunding as a marketing tool. Business Horizons, 60(2), 189–195.
Calenda, C. (2016). Relazione annuale al Parlamento sullo stato di attuazione e sull’impatto della policy a sostegno delle startup e delle PMI innovative. Ministero dello Sviluppo Economico, ed. 2016.
Carey, J. W. (1989). Communication as culture: Essay on media and society. Boston: Unwin-Hyman.
Casalegno, C., Giammarco, P., & Rota, F. S. (2015). La sfida dell’intangibile. Strumenti, tecniche, trend per una gestione consapevole nelle organizzazioni e nei territori. Milano: Franco Angeli s.r.l.
Cheng, X., Fu, S., & de Vreede, G. (2017). Understanding trust influencing factors in social media communication: A qualitative study. International Journal of Information Management, 37, 25–35.
Commissione Europea. (2015). Crowdfunding explained—A guide for small and medium enterprises on crowdfunding and how to use it.
Commissione Europea. (2016, May). Commission staff working document—Crowdfunding in the EU capital markets union.
Daniele, M. L. (2017, January). Le piattaforme di Crowdfunding in Italia. ItalianCrowdfunding.
De Luca, A. P. (2016). Efficienza e competitività dele pmi con le tecnologie di crm. PMI, (10), 48–53.
De Pelsmacker, P., Gevens, M., & Van de Berg, J. (2004). Marketing Communications, 2001. In U. Collesei & V. Ravà (Eds.), La comunicazione d’azienda. Torino: ISEDI.
Del Baldo, M. (2010). Corporate social responsibility and corporate governance in Italian SMEs: Towards a ‘territorial’ model based on small ‘champions’ of CSR? International Journal of Sustainable Society, 2(3), 215–247.
Fassin, Y., Werner, A., Van Rossem, A., Signori, S., Garriga, E., von Weltzien Hoivik, H., & Schlierer, H.-J. (2015). CSR and related terms in SME owner–managers’ mental models in six European countries: National context matters. Journal of Business Ethics, 128(2), 433–456.
Gobè, M. (2001). Emotional Branding: The new paradigm for connecting brands to people. New York: Allworth press.
Gotsi, M., & Wilson, A. M. (2001). Corporate reputation: Seeking a definition. Corporate Communications: An International Journal, 6(1), 24–30.
Grandinetti, R. (2002). Concetti e Strumenti di Marketing. ETAS.
Guidi, F. (2015). Relazione al Parlamento sullo stato di attuazione della normativa a sostegno delle startup e delle PMI innovative. Ministero dello Sviluppo Economico, ed. 2015.
Guidotti, E. (2004). Comunicazione integrata per l’impresa – un modello per decidere, pianificare, gestire e valutare la comunicazione aziendale. Milano: Franco Angeli.
Hubber, J. (2017, April). Branded content…can it deliver? Ipsos Italia—BCMA.
Infocamere, Unioncamere, & Ministero dello Sviluppo Economico. (2016). Cruscotto di indicatori statistici, dati nazionali – Report con dati strutturali Startup Innovative, third quarter.
Infocamere, Unioncamere, & Ministero dello Sviluppo Economico. (2017). Cruscotto di indicatori statistici, dati nazionali – Report con dati strutturali Startup Innovative, secondo trimestre.
Instilla S.r.l. (2016). Report Startup SEO 2016 r1 - Il report sulla qualità della presenza online delle startup iscritte al Registro delle Imprese Innovative.
Invernizzi, E. (2000). La comunicazione organizzativa. Teorie, modelli e metodi. Milano: Giuffrè.
Invernizzi, E. (2004, July–August). RP e comunicazione aziendale. Sviluppo & Organizzazione, 204.
Jaakonmäki, R., Müller, O., & Vom Brocke, J. (2017). The impact of content, context, and creator on user engagement in social media marketing. In Proceedings of the 50th Hawaii International Conference on System Sciences. Hawaii.
Kollmann, T., Stöckmann, C., Hensellek, S., & Kensbock, J. (2016). European startup monitor. German Startups Association.
Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (2001). Principi di Marketing (Italian edition W. G. Scott, Eds., p. 587). Torino: Isedi.
Lam, W., & Harker, M. J. (2015). Marketing and entrepreneurship: An integrated view from the entrepreneur’s perspective. International Small Business Journal, 33(3), 321–348.
Lanchester, J. (2007). User-generated content: An overview. In R. Espejo (Eds.), User-generated content (pp. 10–20). Farmington Hills, MI: Greenhaven Press.
Ley, A., & Weaven, S. (2011). Exploring agency dynamics of crowd funding in start-up capital financing. Academy of Entrepreneurship Journal, 17(1), 85–100.
Lui, S. S., & Ngo, H. (2005). An action pattern model of inter‐firm cooperation. Journal of Management Studies, 42(6), 1123–1153.
Lukyanenko, R., Parsons, J., Wiersma, Y., Wachinger, G., Meldt, R., & Huber, B. (2017). Representing crowd knowledge: Guidelines for conceptual modeling of user-generated. Journal of the Association for Information Systems, 1–50.
Mazzei, A. (2004). Comunicazione e reputazione nelle università. Milano: Franco Angeli.
Mazzei, A., & Gambetti, R. (2006, January 20–21). La comunicazione aziendale a sostegno del corporate branding e della reputazione: la gestione integrata di segni, comportamenti e reti di relazioni. Convegno Le Tendenze Del Marketing. Venezia.
Mosca, F., & Pescitelli, C. (2015).Verso un’ipotesi di modello di comunicazione integrata per le Food Start Up come creazione di valore e capitale reputazionale del territorio. Torino.
Oukes, T., & Raesfeld von, A. (2016). A start-up in interaction with its partners. IMP journal, 10(1), 50–80.
Pescitelli, C. La creazione del capitale reputazionale per le Universita’ Italiane attraverso un modello di comunicazione integrata. In Dottorato di ricerca in business and management indirizzo cultura e impresa. Università degli Studi di Torino, a.a. 2008/2009, 2009/2010, 2010/2011.
Politecnico di Milano – Dipartimento di Ingegneria Gestionale. (2016). Osservatorio CrowdFunding, 1° Report italiano sul CrowdInvesting. Giugno.
Qualizza, G. (2009, July–December). Lo storytelling nella comunicazione d’impresa. Tigor: rivista di scienze della comunicazione, 2.
Sciacca, M., & Sponza, P. (2017, June 20/27). Corso di Formazione per la redazione del Business Plan, convegno presso 2i3T – Incubatore di impresa dell’Università degli Studi di Torino.
Standing, C., Holzweberb, M., & Mattsson, J. (2016, September). Exploring emotional expressions in e-word-of-mouth from online communities. Information Processing & Management, 52(5), 721–732.
Thrassou, A., & Vrontis, D. (2006). A small services firm marketing communications model for SME‐dominated environments. Journal of Marketing Communications, 12(3), 183–202.
Tjemkes, B., & Furrer, O. (2010). The antecedents of response strategies in strategic alliances. Management Decision, 48(7), 1103–1133.CrossRef
Tuccillo, C., & Siano, A. (2014). Il marketing e la comunicazione nelle piccole e medie imprese: uno studio comparativo tra imprese italiane ed inglesi. Mercati e competitività (pp. 103–127). Fascicolo: 2.
Ulvenblad, P. (2015). From communicative practices to communication strategies: A model of entrepreneurs’ communication strategies in the start-up process. In New Technology-Based Firms in the New Millennium (pp. 247–259). Published online 16 June 2015.
Ulvenblad, P. (2016). Business model innovation in the agri-food sector. International Journal of Social Ecology and Sustainable Development (IJSESD).
Valanciene, L., & Jegeleviciute, S. (2014). Crowdfunding for creating value: Stakeholder approach. Procedia—Social and Behavioral Sciences, 156, 599–604.
Zara, C., & Feltrinelli, E. (2006). PMI, rapporti con i finanziatori e complessità d’impresa. Banca impresa società, 25(2), 281–310.
Zheng Zhang, B., Wardrop, R., Ziegler, T., Lui, A., Burton, J., James, A., & Garvey, K. (September). Sustaining momentum—The 2nd European alternative finance industry report.
Maffeis, I. Comunicazione d’impresa. In F. Lever, P. C. Rivoltella, & A. Zanacchi (Eds.), La comunicazione. Dizionario di scienze e tecniche. www.​lacomunicazione.​it (visited on 13/4/2017).
Metadaten
Titel
Integrated Communication for Start-Ups Toward an Innovative Framework
verfasst von
Fabrizio Mosca
Serena Bianco
Claudia Pescitelli
Copyright-Jahr
2019
Buch
The Future of Risk Management, Volume II

Print ISBN: 978-3-030-16525-3

Electronic ISBN: 978-3-030-16526-0

Copyright-Jahr: 2019

DOI
https://doi.org/10.1007/978-3-030-16526-0_15