Full Description
This book delves into the dynamic field of start-up and entrepreneurial communication, addressing a significant research gap.
Start-up and entrepreneurial communication is a critical practice for organizations in their early stages of development. Characterized by their innovative and growth-oriented nature, these organizations often find themselves in a constant state of re-evaluation and reinvention. As such, the competencies within these organizations frequently struggle to match the real-time changes. Addressing this gap, this book provides scientifically sound answers to defining and systematizing start-up and entrepreneurial communication. It delves into central areas of discourse, exploring the intricate balance between a start-up's brand, identity, and strategic communication, as well as the crucial role of internal communication. Additionally, the book offers insights into the highly innovative realm of crowdfunding, complementing its comprehensive exploration of start-up communication.
This volume will be a key resource for scholars, students and practitioners in the emerging field of entrepreneurial and start-up communication. It was originally published as a special issue of the International Journal of Strategic Communication.
Contents
Introduction: Start-up and Entrepreneurial Communication Section 1: Theoretical Approaches to Start-up and Entrepreneurial Communication 1. Analogies in Entrepreneurial Communication and Strategic Communication: Definition, Delimitation of Research Programs and Future Research 2. Conditions of One-Way and Two-Way Approaches in Strategic Start-Up Communication: A Qualitative Comparative Analysis (QCA) 3. Relationship Cultivation and Social Capital: Female Transnational Entrepreneurs' Relationship-Based Communication on Social Media Section 2: Start-up Brand, Identity and Strategic Communication 4. Assembling the Start-up Brand: A Process Framework for Understanding Strategic Communication Challenges 5. Narrative Start-up Identity Construction as Strategic Communication 6. Carving Start-up Character: Effects of Symmetrical Communication on Start-up Corporate Character, Customer-start-up Identification, and Customer Advocacy Section 3: Internal Communication for Start-ups 7. The Role of Internal Communication in Start-ups: State of Research and Practical Approaches 8. Welcoming Newcomers in Start-Ups: Challenges for Strategic Internal Communication 9. Understanding Start-up Employees' Communicative Behaviors on an Employer Review Website: A Comparison of TikTok and Snapchat Section 4: Start-up Crowdfunding and Strategic Communication 10. The Use of Crowdfunding and Social Media Platforms in Strategic Start-up Communication: A Big-data Analysis 11. Persuasive Reasons in Crowdfunding Campaigns: Comparing Argumentative Strategies in Successful and Unsuccessful Projects on Kickstarter
