Start-up and Entrepreneurial Communication
Theoretical Foundations and Contemporary Development
1st Edition
Published on 21. June 2024
Book
Hardback
244 pages
978-1-032-77073-4 (ISBN)
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.
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.
More details
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Postgraduate, Undergraduate Advanced, and Undergraduate Core
Dimensions
Height: 260 mm
Width: 183 mm
Thickness: 18 mm
Weight
683 gr
ISBN-13
978-1-032-77073-4 (9781032770734)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Alexander Godulla | Linjuan Rita Men
Start-up and Entrepreneurial Communication
Theoretical Foundations and Contemporary Development
Book
approx. 12/2025
1st Edition
Routledge
€66.90
Not yet published
Alexander Godulla | Linjuan Rita Men
Start-up and Entrepreneurial Communication
Theoretical Foundations and Contemporary Development
E-Book
06/2024
1st Edition
Routledge
€60.99
Available for download
Alexander Godulla | Linjuan Rita Men
Start-up and Entrepreneurial Communication
Theoretical Foundations and Contemporary Development
E-Book
06/2024
1st Edition
Routledge
€60.99
Available for download
Persons
Alexander Godulla is Full Professor at the Institute for Communication and Media Studies at Leipzig University, Germany. His research focuses, among other things, on the transformation and disruption of public communication, technology assessment and innovation as well as the communication of start-ups.
Linjuan Rita Men is Professor of Public Relations and Director of Internal Communication Research in the College of Journalism and Communications at the University of Florida, USA. Her research interests include internal communication, leadership communication, emerging technologies, and entrepreneurial communications.
Linjuan Rita Men is Professor of Public Relations and Director of Internal Communication Research in the College of Journalism and Communications at the University of Florida, USA. Her research interests include internal communication, leadership communication, emerging technologies, and entrepreneurial communications.
Content
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