Overview

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.

Full Product Details

Author:   Alexander Godulla (Leipzig University, Germany) ,  Linjuan Rita Men (University of Florida, U.S.A.)
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Weight:   0.453kg
ISBN:  

9781032770734

ISBN 10:   1032770732
Pages:   244
Publication Date:   21 June 2024
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

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

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Author Information

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.

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