Digital Innovations: Startup Marketing Strategy for Global Growth
Gröhn, Hanna (2017)
Gröhn, Hanna
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017110716700
https://urn.fi/URN:NBN:fi:amk-2017110716700
Tiivistelmä
This thesis discusses the relatively new phenomena of innovative digital products created by startup companies, who often must scale globally fast, before the volatile trends or the fierce competition of the digital marketspace take over. International entry itself is no longer the issue, but rather standing out in the crowd while balancing resources and flexibility. The focus is on how startups can induce global growth and tackle structural obstacles by means of marketing strategy.
The topic was chosen because of the topicality of innovations, startups and globality, which are often talked about as the sources of important economic growth today and in the near future. The author also wished to deepen their understanding of growth strategies and entrepreneurship, shaping the thesis topic to its final form. The thesis does not discuss the marketing plan for parts other than marketing strategy, and does not specify tactics, as it would take away the uniqueness required of a strategy.
The objective was to create a production, in this case a guidebook, based on the theoretical framework presented, aimed at beginning or aspiring startup entrepreneurs. The theoretical framework consists of issues related to the digital environment, global customers, innovation diffusion, and marketing strategy.
The guidebook was realized using Microsoft Office Word 2016, and its production took place from the spring of 2017 until the fall of the same year. The production is a cohesive entity offering standpoints and guidelines to crafting a growth-oriented marketing strategy when dealing with digital innovations.
The topic was chosen because of the topicality of innovations, startups and globality, which are often talked about as the sources of important economic growth today and in the near future. The author also wished to deepen their understanding of growth strategies and entrepreneurship, shaping the thesis topic to its final form. The thesis does not discuss the marketing plan for parts other than marketing strategy, and does not specify tactics, as it would take away the uniqueness required of a strategy.
The objective was to create a production, in this case a guidebook, based on the theoretical framework presented, aimed at beginning or aspiring startup entrepreneurs. The theoretical framework consists of issues related to the digital environment, global customers, innovation diffusion, and marketing strategy.
The guidebook was realized using Microsoft Office Word 2016, and its production took place from the spring of 2017 until the fall of the same year. The production is a cohesive entity offering standpoints and guidelines to crafting a growth-oriented marketing strategy when dealing with digital innovations.