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Business Development and Marketing Strategy in Early‐stage Technology Start-­up Businesses: The Importance of Understanding the Customer

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thesis
posted on 2021-11-14, 06:41 authored by Walsh, Ian

The author sets out to explore the role of a marketer and the importance of the customer in an early-stage technology start‐up business when exploring the commercial options for a new technology or product. The author sets learning objectives around the use of an academic model to explore the development of the enterprise and the role of a marketer within a start-up team. In order to reach these aims, the author compares three strategic marketing models and draws on insights from academic and practice-­based literature to justify the use of Kotler and Armstrong’s Marketing Process Model. The author then implements Kotler’s model, detailing the practical elements of his role as the marketing and business development lead across three different projects, exploring the commercial potential for three different technologies/or products. The author recommends the use of Kotler and Armstrong’s Marketing Process Model for early-­stage start-up business teams that are exploring commercial options for a new technology or a product. He recommends a customer-­led approach to marketing within a technology start-­up team. The author recognizes the importance of a marketer’s role in establishing, maintaining and nurturing relationships with potential customers in order to drive and inform product development.

History

Copyright Date

2014-01-01

Date of Award

2014-01-01

Publisher

Te Herenga Waka—Victoria University of Wellington

Rights License

Author Retains Copyright

Degree Discipline

Marketing

Degree Grantor

Te Herenga Waka—Victoria University of Wellington

Degree Level

Masters

Degree Name

Master of Advanced Technology Enterprise (MATE)

ANZSRC Type Of Activity code

970115 Expanding Knowledge in Commerce, Management, Tourism and Services

Victoria University of Wellington Item Type

Awarded Research Masters Thesis

Language

en_NZ

Victoria University of Wellington School

School of Chemical and Physical Sciences

Advisors

Richard, James