Making a first impression as a start-up: Strategies for a successful digital innovation launch

Konya-Baumbach, Elisa ; Schuhmacher, Monika C. ; Kuester, Sabine ; Kuharev, Victoria

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URN: urn:nbn:de:bsz:180-madoc-627765
Document Type: Working paper
Year of publication: 2020
The title of a journal, publication series: Mannheim Business Research Insights
Volume: 1
Place of publication: Mannheim
Publishing house: University of Mannheim, Business School
Publication language: English
Institution: Business School > Marketing & Innovation (Kuester 2005-)
License: CC BY 4.0 Creative Commons Attribution 4.0 International (CC BY 4.0)
Subject: 330 Economics
Abstract: Digital innovations by start-ups need to overcome low initial trust perceptions for their survival. High quality customer ratings, a comprehensive benefit communication, and a revenue model considering privacy concerns are key.

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