Get the Show on the Road: Go-to-Market Strategies for E-Innovations of Startups

Posted: 4 Feb 2019

See all articles by Sabine Kuester

Sabine Kuester

University of Mannheim, Department of Marketing & Innovation

Elisa Konya-Baumbach

University of Mannheim - Department of Marketing

Monika Schuhmacher

Justus-Liebig-University Gießen, Department of Technology, Innovation, and Start-up Management

Date Written: 2018

Abstract

Internet-enabled service innovations (e-innovations) are the latest trend in digital entrepreneurship. E-innovation adoption is associated with high levels of uncertainty for potential customers, particularly when e-innovations are launched by start-ups. Go-to-market strategies contain information suitable to convey valuable signals for adoption decisions. Based on a systematic literature review, a historical method analysis, and expert interviews, this study explores how start-ups should design go-to-market strategies to facilitate the adoption of e-innovations. Start-ups launching e-innovations apply the service marketing mix specifically adapted to the digital context. In line with signaling theory, the findings demonstrate that the design of e-innovation go-to-market strategies should primarily signal trustworthiness and usability. For start-ups, this study proposes that trust mediates the relationship between e-innovation trustworthiness signals and adoption and that usability signals moderate the uncertainty associated with e-innovation adoption. These findings offer important managerial implications for start-ups launching e-innovations.

Keywords: Go-To-Market Strategy, E-Innovation, Start-Up, Signaling Theory, Trust, Uncertainty

Suggested Citation

Kuester, Sabine and Konya-Baumbach, Elisa and Schuhmacher, Monika, Get the Show on the Road: Go-to-Market Strategies for E-Innovations of Startups (2018). Journal of Business Research, Vol. 83, 2018, Available at SSRN: https://ssrn.com/abstract=3324935

Sabine Kuester

University of Mannheim, Department of Marketing & Innovation ( email )

Germany

Elisa Konya-Baumbach (Contact Author)

University of Mannheim - Department of Marketing ( email )

L5, 1
Mannheim, 68131
Germany

Monika Schuhmacher

Justus-Liebig-University Gießen, Department of Technology, Innovation, and Start-up Management ( email )

Licher Str. 62
Gießen, 35394
Germany

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Abstract Views
150
PlumX Metrics