A Model of Integrated Communication with Entrepreneurial Ecosystem’s Actors in the Life Cycle of E-Business Start-Ups in Shiraz Hub Accelerator
Subject Areas : Entrepreneurship and Innovation Ecosystems
Soona Tayebi
1
(Graduated from Shiraz University)
Kazem Askarifar
2
(ُShiraz University)
Abbas Abbasi
3
(Faculty member)
Keywords: Startups, Integrated Communication, Entrepreneurial Marketing, User, Electronic,
Abstract :
This study aims to provide a model of integrated communication with entrepreneurial ecosystem actors at different life cycle stages of e-start-ups. To this end, the main actors of each life cycle stage were identified through interviews with the co-founders of e-startups in Shiraz Hub Accelerator and integrated communication concepts using meta-synthesis. Then, integrated communication tools for the main actors of the entrepreneurial ecosystem at each stage of the life cycle were determined and weighted using the content validity ratio and SWARA technique for the main actors. Based on the findings, accelerators and incubators are the main actors in the pre-startup stage. Implementing direct relations, networking, and event-based marketing by startups is crucial for these actors. In the startup phase, in addition to accelerators and incubators, business angels and users are also major actors in this ecosystem, with direct relations, networking, and sales promotion programs for accelerators and incubators, as well as public relations and social marketing for business angels and e-WOM, and event-based marketing are the most important for users, respectively. In the growth phase of the e-startup, direct relations, networking, public relations, and social marketing have also shown the most significant importance for venture capitalists, e-WOM, e-marketing, social media marketing, and internet marketing, respectively.
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