From Communicative Practices to Communication Strategies: A Model of Entrepreneurs’ Communication Strategies in the Start-Up Process

Abstract

The aim of this chapter is to propose a model of entrepreneurs’ communication strategies in the start-up process by synthesizing previous empirical research. The focus on communication strategies in the start-up process is important for several reasons. We know that many businesses fail during the first year of existence and others are liquidated during the first three years of operation. We also know that new businesses face problems when entering the market. These problems are assumed to arise partly due to the liability of newness (LoN), that is lack of a track record and legitimacy. The model of communication strategies is built upon entrepreneurs’ communicative practices since strategy is seen as a social practice. The chapter also emphasizes communication strategies as being a part of the research field strategic entrepreneurship. The model focuses communicative behaviours in terms of the message and the conversation as well as the chosen strategy in terms of planned and emergent strategies. Three types of communication strategies emerge from the communication practices; (i) content-centred, (ii) behaviour-centred and (iii) adaptive-centred.

Citation

Ulvenblad, P. (2015), "From Communicative Practices to Communication Strategies: A Model of Entrepreneurs’ Communication Strategies in the Start-Up Process", New Technology-Based Firms in the New Millennium (New Technology Based Firms in the New Millennium, Vol. 11), Emerald Group Publishing Limited, Leeds, pp. 247-259. https://doi.org/10.1108/S1876-022820150000011019