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2019 | OriginalPaper | Buchkapitel

Strategisches Handeln von Start-ups im Kontext der Mediatisierung: Eine empirische Analyse der kommunikativen Praktiken der Markenführung

verfasst von : Sven-Ove Horst

Erschienen in: Marken und Start-ups

Verlag: Springer Fachmedien Wiesbaden

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Zusammenfassung

Junge Gründer und Start-ups müssen sich in einer schnell wandelnden und mediatisierten Wettbewerbsumwelt behaupten. Ihr Handeln wird geprägt von sozialen Netzwerkmedien wie Facebook, LinkedIn oder Instagram. Um auf diesen Medienplattformen erfolgreich zu sein, müssen Markenführung und Markenkommunikation strategisch verankert sein. Der Aufsatz präsentiert daher eine qualitative Analyse empirischer Daten aus dem Kontext des Start-up-Incubator neudeli der Bauhaus-Universität Weimar und verdeutlicht, dass die Mediatisierung grundlegend in die strategische Entwicklung der Marke von jungen Gründern und Start-ups eingreift. Die Studie entwickelt ein Verständnis strategischer Markenführung in mediatisierten Kontexten und zeigt, dass drei idealtypische Praktiken zur Markenführung und strategischen Entwicklung beitragen: 1) Bürokratische Medienarbeit, 2) Mediale Kreativarbeit, 3) Netzwerkarbeit durch Medien.

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Titel: Strategisches Handeln von Start-ups im Kontext der Mediatisierung: Eine empirische Analyse der kommunikativen Praktiken der Markenführung
verfasst von: Sven-Ove Horst
Verlag: Springer Fachmedien Wiesbaden
Buch: Marken und Start-ups
Print ISBN: 978-3-658-24585-6

Electronic ISBN: 978-3-658-24586-3

Copyright-Jahr: 2019
DOI: https://doi.org/10.1007/978-3-658-24586-3_10