Abstract
The appearance of the Internet allowed companies to discover new ways of reaching out to their customers and establish a digital connection with them. Today, Digital Marketing (DM) is a vital component of every business to do so and start-up accelerators are no exception. This paper explores DM strategies used by these entities, namely which are their DM objectives and which are the digital channels they are using to target different audiences. Correlation analysis in SPSS was used, as well as significance tests to verify the existence of relations between variables such as the organization's profile, DM objectives or DM channels. As a result of these analyses, it was possible to verify that there were, in fact, personal characteristics of accelerators that influence their DM strategies. These discoveries will help, in a next stage of the research, to design a framework which will guide start-up accelerators while choosing the DM strategy more adequate to their profile, increasing the added-value start-up accelerators bring to society.
| Original language | English |
|---|---|
| Title of host publication | Proceedings - 47th International Conference on Computers and Industrial Engineering |
| Subtitle of host publication | How Digital Platforms and Industrial Engineering are Transforming Industry and Services, CIE 2017 |
| Editors | M. Dessouky, A. Grilo, V. Cruz-Machado |
| Publisher | Curran Associates, Inc. |
| ISBN (Electronic) | 978-000000000-2 |
| Publication status | Published - 1 Jan 2017 |
| Event | 47th International Conference on Computers and Industrial Engineering: How Digital Platforms and Industrial Engineering are Transforming Industry and Services, CIE 2017 - Lisbon, Portugal Duration: 11 Oct 2017 → 13 Oct 2017 |
Conference
| Conference | 47th International Conference on Computers and Industrial Engineering: How Digital Platforms and Industrial Engineering are Transforming Industry and Services, CIE 2017 |
|---|---|
| Country | Portugal |
| City | Lisbon |
| Period | 11/10/17 → 13/10/17 |
Fingerprint
Keywords
- Accelerators
- Correlation analysis
- Digital Marketing
- Entrepreneurship
- Strategy
Cite this
}
Digital marketing practices of start-up accelerators. / Azinheiro, M.; Zutshi, A.; Grilo, A.; Pina, Joaquim P.
Proceedings - 47th International Conference on Computers and Industrial Engineering: How Digital Platforms and Industrial Engineering are Transforming Industry and Services, CIE 2017. ed. / M. Dessouky; A. Grilo; V. Cruz-Machado. Curran Associates, Inc., 2017.Research output: Chapter in Book/Report/Conference proceeding › Conference contribution
TY - GEN
T1 - Digital marketing practices of start-up accelerators
AU - Azinheiro, M.
AU - Zutshi, A.
AU - Grilo, A.
AU - Pina, Joaquim P.
N1 - António Grilo and Aneesh Zutshi would like to thank the sponsoring of their research to EC H2020 DIGISTART project and also would like to thank Fundação para a Ciência e a Tecnologia for supporting the research center UNIDEMI through the grant Projecto Estratégico PEst-OE/EME/UI0667/2014. Joaquim P. Pina is pleased to acknowledge financial support from Fundação para a Ciência e a Tecnologia (grant UID/ECO/04007/2013) and FEDER/COMPETE (POCI-01-0145-FEDER-007659). Marisa Azinheiro would like to thank the support of NUMA Barcelona throughout all the research.
PY - 2017/1/1
Y1 - 2017/1/1
N2 - The appearance of the Internet allowed companies to discover new ways of reaching out to their customers and establish a digital connection with them. Today, Digital Marketing (DM) is a vital component of every business to do so and start-up accelerators are no exception. This paper explores DM strategies used by these entities, namely which are their DM objectives and which are the digital channels they are using to target different audiences. Correlation analysis in SPSS was used, as well as significance tests to verify the existence of relations between variables such as the organization's profile, DM objectives or DM channels. As a result of these analyses, it was possible to verify that there were, in fact, personal characteristics of accelerators that influence their DM strategies. These discoveries will help, in a next stage of the research, to design a framework which will guide start-up accelerators while choosing the DM strategy more adequate to their profile, increasing the added-value start-up accelerators bring to society.
AB - The appearance of the Internet allowed companies to discover new ways of reaching out to their customers and establish a digital connection with them. Today, Digital Marketing (DM) is a vital component of every business to do so and start-up accelerators are no exception. This paper explores DM strategies used by these entities, namely which are their DM objectives and which are the digital channels they are using to target different audiences. Correlation analysis in SPSS was used, as well as significance tests to verify the existence of relations between variables such as the organization's profile, DM objectives or DM channels. As a result of these analyses, it was possible to verify that there were, in fact, personal characteristics of accelerators that influence their DM strategies. These discoveries will help, in a next stage of the research, to design a framework which will guide start-up accelerators while choosing the DM strategy more adequate to their profile, increasing the added-value start-up accelerators bring to society.
KW - Accelerators
KW - Correlation analysis
KW - Digital Marketing
KW - Entrepreneurship
KW - Strategy
UR - http://www.scopus.com/inward/record.url?scp=85040906972&partnerID=8YFLogxK
M3 - Conference contribution
BT - Proceedings - 47th International Conference on Computers and Industrial Engineering
A2 - Dessouky, M.
A2 - Grilo, A.
A2 - Cruz-Machado, V.
PB - Curran Associates, Inc.
ER -