دانلود رایگان مقاله انگلیسی دست به کار شدن: راهبردهای بازاریابی برای نوآوری های الکترونیکی شروع به کار - الزویر 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 einnovations. 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.

8. Conclusion

This exploratory study uses deductive and inductive knowledge generation approaches to identify go-to-market strategies and their elements for EIs launched by start-ups. Furthermore, this study analyzes start-ups' underlying intentions for employing specific go-to-market strategy elements and discloses the elements' signaling functions.

Data triangulation using multiple collection methods ensures the greatest generalizability possible for the results garnered with the applied empirical approach. In doing so, the resulting insights contribute to the innovation literature and to the understanding of the launch of EIs by start-ups.

First, this study extends the 7P framework (Booms & Bitner, 1981) to the specific context of start-up EIs. The results illustrate that the design of the 7Ps has to adapt to the financial reality of start-ups and the digital nature of EIs. Second, this study theoretically contributes to signaling theory by deriving an understanding of the signaling functions of EI go-to-market strategy elements, extending signaling theory to the context of start-ups and their EIs, and discovering two particular types of signals: trustworthiness and usability signals. Third, this study contributes to the understanding of the adoption process of EIs by revealing factors that drive EI adoption. Based on a historical method analysis and expert interviews, this study proposes a mediating mechanism between go-to-market strategies for EIs and EI adoption, that is, increasing trust in EIs through trustworthiness signals sent by start-ups. Furthermore, this study proposes a moderating mechanism on the negative influence of the uncertainty associated with start-ups and their EIs on EI adoption, that is, reducing the negative impact of this uncertainty on EI adoption via usability signals. Hence, the findings allow us to derive several propositions regarding the influence of EI go-tomarket strategies and their signaling functions on potential customers' trust and uncertainty and, ultimately, on EI adoption. These propositions identify several aspects that can spur further research on go-tomarket strategies for EIs. Finally, this study contributes to the innovation launch practice by presenting managerial implications for start-ups launching EIs.