Work

The Marketing Effectiveness in Start-up Business: a Systematic Literature Review From 1973-2023

Year: 2024

Type: review

Abstract: In today's rapidly evolving business environment, understanding dynamic marketing effectiveness is essential for startups. This study explores how flexible marketing strategies can adapt to technological advancements, shifting consumer behaviors, and global market changes. A systematic literature review of 740 scholarly articles identified 35 relevant studies. These articles address various facets of marketing effectiveness, including technology integration, strategic learning, social media use, and internationalization. The findings provide startups with practical guidance on enhancing marketing effectiveness by adopting innovative technologies and aligning with market trends. This study serves as a valuable resource for entrepreneurs and marketers, offering actionable insights into successful marketing strategies in a dynamic business landscape.

Source: Jurnal Riset Bisnis dan Manajemen

DOI: 10.23969/jrbm.v17i2.13865

Authors: Cucu Hodijah, Eka Hendrayani, Miska Tarigan, Ghalib Suprianto, Wayan Suryathi

Institutions: Universitas Widyatama, Universitas Katolik Santo Thomas, Universitas Sulawesi Tenggara, Politeknik Negeri Bali

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4401957405

FWCI: 0.114

Cites: 35

Cited by: 1

Related to: 10