6. Synthesis and the Road Ahead

This chapter synthesizes the results of the empirical research analysis and offers future research perspectives on decision-making process, innovation management, and market competitiveness. Emphasis has been laid on managerial implications in the context of the ambidextrous attributes of start-up enterprises, consumer behavior, market operations, and service-quality relationship. The chapter focuses on effective word of mouth, utilitarian values, and low-cost advantages that help consumers in reinforcing the me-too feeling. Low prices of innovative products in niche markets can create not only personal preferences, but also social consciousness about the products of start-up enterprises (SUEs). Start-up enterprises develop cost-effective, demand-led supply chain management within the minimum viable segment. The price-quality relationship of start-ups tends to develop confidence and buying potential among consumers in ambidextrous market segments.