Abstract
Start-ups present completely different dynamics from any other type of enterprise but the communication becomes in any case a strategic activity. The literature analysis highlights the need of new studies that show communication strategies as an integral part of the entrepreneurial strategy. We decided to engage in a research that could give a communication system overview of Italian start-ups, by extending the analyzed sample at a national level and identifying the integrated communication activities currently implemented by start-ups. The encouraging results of the study support the hypothesis of a positive effect of integrated communication on start-up’s economic performance. We think that the communication can have an extraordinary impact on the development of business and reputation, and we define a “Theoretical framework” specifically dedicated to start-ups.
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- 1.
Best practice: this expression indicates performances showing the best start-up’s operating features and quality indicators.
- 2.
Cross-channel strategies: strategies providing customers with different, complementary channels allowing a user-friendly on-line ordering experience.
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Mosca, F., Bianco, S., Pescitelli, C. (2019). Integrated Communication for Start-Ups Toward an Innovative Framework. In: De Vincentiis, P., Culasso, F., Cerrato, S. (eds) The Future of Risk Management, Volume II. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-16526-0_15
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