1st Edition
Start-up and Entrepreneurial Communication Theoretical Foundations and Contemporary Development
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.
Introduction: Start-up and Entrepreneurial Communication
Alexander Godulla and Linjuan Rita Men
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
Britta M. Gossel
2. Conditions of One-Way and Two-Way Approaches in Strategic Start-Up Communication: A Qualitative Comparative Analysis (QCA)
Christian Rudeloff, Sigrid Bekmeier-Feuerhahn, Jörg Sikkenga, and Aliena Barth
3. Relationship Cultivation and Social Capital: Female Transnational Entrepreneurs’ Relationship-Based Communication on Social Media
Zifei Fay Chen and June Y. Lee
Section 2: Start-up Brand, Identity and Strategic Communication
4. Assembling the Start-up Brand: A Process Framework for Understanding Strategic Communication Challenges
Vidhi Chaudhri, Jason Pridmore, and Carola Mauck
5. Narrative Start-up Identity Construction as Strategic Communication
Sanna Ala-Kortesmaa, Tomi Laapotti, and Leena Mikkola
6. Carving Start-up Character: Effects of Symmetrical Communication on Start-up Corporate Character, Customer-start-up Identification, and Customer Advocacy
Yi Grace Ji, Zifei Fay Chen, and Linjuan Rita Men
Section 3: Internal Communication for Start-ups
7. The Role of Internal Communication in Start-ups: State of Research and Practical Approaches
Cornelia Wolf, Alexander Godulla, Leonie Beck, and Leah Sophie Neubert
8. Welcoming Newcomers in Start-Ups: Challenges for Strategic Internal Communication
Mia Thyregod Rasmussen
9. Understanding Start-up Employees’ Communicative Behaviors on an Employer Review Website: A Comparison of TikTok and Snapchat
Soojin Kim, Lisa Tam, and Seung B. Bach
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
Sun-Young Park and Boon Thau Loo
11. Persuasive Reasons in Crowdfunding Campaigns: Comparing Argumentative Strategies in Successful and Unsuccessful Projects on Kickstarter
Rudi Palmieri, Chiara Mercuri, and Sabrina Mazzali-Lurati
Biography
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.
