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Born analytical or adopted over time? a study investigating if new analytical tools can ensure the survival of market oriented startups.

Skogen, Hege Janson; De la Cruz, Kai
Master thesis
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1757733.pdf (2.606Mb)
Master_Preliminary_Final.pdf (150.9Kb)
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http://hdl.handle.net/11250/2476998
Utgivelsesdato
2017
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Samlinger
  • Master of Science [1116]
Sammendrag
This study investigates whether the prevalence of technological advances

within quantitative analytics moderates the effect market orientation has on

firm performance, and if startups can take advantage of the potential

opportunities to ensure their own survival. For this purpose, the authors review

previous literature in marketing orientation, startups, marketing analytics, and

firm performance. These four bodies of literature are discussed and combined

to design the current study. By gathering quantitative data from startups across

Scandinavia, the authors find that the level of market orientation does not have

a significant impact on startup’s performance in terms of profit, sales growth,

nor return on investment. Additionally, the effect is not moderated by digital

analytics. In fact, the authors find no evidence of varying levels of market

orientation between industries, firm size or firm age, leading to the assumption

that startups have not had enough time to truly implement or reap the benefits

of market orientation. This can be explained by the short lifetime of startups,

both in terms of short time scope and a lagged effect. As the success of startups

is important for the modern economy, this study is important for startups as a

support to battle the high odds of startup failure, and in turn help economic

growth.
Beskrivelse
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2017
Utgiver
BI Norwegian Business School

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