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Integrated Communication for Start-Ups Toward an Innovative Framework

  • Fabrizio Mosca
  • Serena Bianco
  • Claudia PescitelliEmail author
Chapter

Abstract

Start-ups present completely different dynamics from any other type of enterprise but the communication becomes in any case a strategic activity. The literature analysis highlights the need of new studies that show communication strategies as an integral part of the entrepreneurial strategy. We decided to engage in a research that could give a communication system overview of Italian start-ups, by extending the analyzed sample at a national level and identifying the integrated communication activities currently implemented by start-ups. The encouraging results of the study support the hypothesis of a positive effect of integrated communication on start-up’s economic performance. We think that the communication can have an extraordinary impact on the development of business and reputation, and we define a “Theoretical framework” specifically dedicated to start-ups.

Keywords

Start-up Integrated communication Reputation 

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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Fabrizio Mosca
    • 1
  • Serena Bianco
    • 1
  • Claudia Pescitelli
    • 1
    Email author
  1. 1.Department of ManagementUniversity of TurinTurinItaly

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