• TUCS Publication Series
• How to Publish in TUCS Series
• Publication Search
• Publication Graph
• Publication Input
• Publication Input Guide
• JuFo Browser

Critical Assessment of Value Propositions and Marketing of Technology Startups: Evidence from Finland

Joni Salminen, Jose Teixeira, Critical Assessment of Value Propositions and Marketing of Technology Startups: Evidence from Finland. In: Bostjan Antoncic (Ed.), Proceedings of the ABSRC 2012 (Venice), 89–101, Edukator, 2012.

Abstract:

We interviewed 21 technology startups during a two-day startup conference called “Slush 2011” in Helsinki, Finland. Startups were asked questions relating to marketing challenges, specifically target market (customers), market research, and revenue models. Value propositions were elicited from general introductions (“pitch”) given by the founder or representative of each startup. Hence, we discuss various marketing challenges of early-stage technology startups and conclude by proposing more attention to the formulation of value propositions not only to communicate more efficiently but also to clarify business goals.

BibTeX entry:

@INPROCEEDINGS{inpSaTe12a,
  title = {Critical Assessment of Value Propositions and Marketing of Technology Startups: Evidence from Finland},
  booktitle = {Proceedings of the ABSRC 2012 (Venice)},
  author = {Salminen, Joni and Teixeira, Jose},
  editor = {Antoncic, Bostjan},
  publisher = {Edukator},
  pages = {89–101},
  year = {2012},
  keywords = {startups, startup marketing, value proposition, customer acquisition, revenue models},
}

Belongs to TUCS Research Unit(s): UTU Information Systems Science (ISS)

Edit publication