Digital marketing practices of start-up accelerators

M. Azinheiro; A. Zutshi; A. Grilo; Joaquim P. Pina

Digital marketing practices of start-up accelerators

M. Azinheiro, A. Zutshi, A. Grilo, Joaquim P. Pina

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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

Keywords

Accelerators
Correlation analysis
Digital Marketing
Entrepreneurship
Strategy

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Azinheiro, M., Zutshi, A., Grilo, A., & Pina, J. P. (2017). Digital marketing practices of start-up accelerators. In M. Dessouky, A. Grilo, & V. Cruz-Machado (Eds.), Proceedings - 47th International Conference on Computers and Industrial Engineering: How Digital Platforms and Industrial Engineering are Transforming Industry and Services, CIE 2017 Curran Associates, Inc..

Azinheiro, M. ; Zutshi, A. ; Grilo, A. ; Pina, Joaquim P. / Digital marketing practices of start-up accelerators. Proceedings - 47th International Conference on Computers and Industrial Engineering: How Digital Platforms and Industrial Engineering are Transforming Industry and Services, CIE 2017. editor / M. Dessouky ; A. Grilo ; V. Cruz-Machado. Curran Associates, Inc., 2017.

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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.",

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author = "M. Azinheiro and A. Zutshi and A. Grilo and Pina, {Joaquim P.}",

note = "Ant{\'o}nio Grilo and Aneesh Zutshi would like to thank the sponsoring of their research to EC H2020 DIGISTART project and also would like to thank Funda{\cc}{\~a}o para a Ci{\^e}ncia e a Tecnologia for supporting the research center UNIDEMI through the grant Projecto Estrat{\'e}gico PEst-OE/EME/UI0667/2014. Joaquim P. Pina is pleased to acknowledge financial support from Funda{\cc}{\~a}o para a Ci{\^e}ncia 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.",

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Azinheiro, M, Zutshi, A , Grilo, A & Pina, JP 2017, Digital marketing practices of start-up accelerators. in M Dessouky, A Grilo & V Cruz-Machado (eds), Proceedings - 47th International Conference on Computers and Industrial Engineering: How Digital Platforms and Industrial Engineering are Transforming Industry and Services, CIE 2017. Curran Associates, Inc., 47th International Conference on Computers and Industrial Engineering: How Digital Platforms and Industrial Engineering are Transforming Industry and Services, CIE 2017, Lisbon, Portugal, 11/10/17.

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

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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.

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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.

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