Overview
- Analyzes how trust is built and the role of the founders in startup communications
- This book is open access, which means that you have free and unlimited access
- Develops fresh perspectives on strategic persuasion for startups and trust-building in various contexts
- Introduces an analytical framework for examining the interplay of arguments and stories
Part of the book series: Springer Business Cases (SPBC)
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About this book
This open access book explores the intriguing narrative of Nikola Corporation's startup journey in this insightful case study, examining its rapid ascent and subsequent decline from both a narrative and argumentative perspective. Founded by Trevor Milton, Nikola initially garnered investor interest with promises of a cleaner, sustainable alternative to diesel trucks. However, the company's surge in valuation was short-lived, as accusations from a short seller triggered a trust crisis, exposing alleged deception and raising doubts about the company's technology claims.
This case study particularly focuses on the nuances of startup communication, emphasizing the critical importance of effective and trustworthy strategic communication for emerging tech ventures. It provides an in-depth look at the methods and tools necessary for startups to navigate initial skepticism and data limitations without exposing themselves to potential crises. Key insights include crafting compelling startup stories while maintaining trustworthiness, meeting investor information needs in an argumentatively convincing structure, recognizing the risks of blind faith in charismatic founders, and implementing internal checks and balances to safeguard against deception.
Nikola's story serves as a cautionary tale, offering valuable lessons for entrepreneurs, investors, and scholars alike. This comprehensive examination sheds light on the challenges faced by startups dependent on emerging technologies and ambitious promises, making it an indispensable addition to the reading list of entrepreneurs.
Keywords
- Storytelling in business
- Argumentation in corporate communication
- Nikola Corporation case study
- Corporate reputation analysis
- Narrative theories
- Persuasive intention transparency
- Nikola Corporation's rise and fall
- Trevor Milton's entrepreneurial story
- Hindenburg report analysis
- Crisis prevention in business
- Open Access
Authors and Affiliations
About the author
Marius Born is a media professional and personal coach with senior management experience in Television. Serving as the Editor-in-Chief of Swiss TV's business magazine and leading the documentary department at SRF Swiss Radio and Television, his innovative formats have earned accolades like the "Schweizer Fernsehpreis" and "Prix Walo." Marius advises CEOs and boards, lectures at Zurich University of Applied Sciences ZHAW (Switzerland), and holds a summa cum laude Ph.D. in Communication Sciences from Università della Svizzera italiana USI, along with a Master's in Management & Organizational Psychology from the University of Zurich.
Bibliographic Information
Book Title: Building Trust in Startup Communication
Book Subtitle: Exploring the Interplay of Arguments and Stories in the Case of the Nikola Corporation
Authors: Marius Born
Series Title: Springer Business Cases
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2024
Hardcover ISBN: 978-3-031-63283-9Due: 02 December 2024
Softcover ISBN: 978-3-031-63286-0Due: 02 December 2025
eBook ISBN: 978-3-031-63284-6Due: 02 December 2024
Series ISSN: 2662-5431
Series E-ISSN: 2662-544X
Edition Number: 1
Number of Pages: XVIII, 233
Number of Illustrations: 66 b/w illustrations