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Scaling B2B Markets

By Mirko Olivieri

Scaling B2B Markets

By Mirko Olivieri

0 - Default Title
Description
This book focuses on how startups navigate complex B2B markets by adopting agile marketing strategies. Emphasising agility and adaptability, which are crucial factors for early-stage businesses, the book uses a multiple case study approach to investigate how startups develop their marketing strategy tailored to B2B dynamics, touching on emerging technologies, and the importance of positioning their brands in highly competitive markets. Starting from a solid theoretical background, including recent academic literature on B2B startups, the book maps the marketing trends, such as digitalization and sustainability, which are impacting the marketing strategies of new ventures. After this scenario analysis, an empirical analysis involving innovative startups operating in B2B markets is presented. Adopting a new perspective on how startups can leverage agility to compete with established actors, such as large traditional firms, the author offers new theoretical insights and managerial implications emphasizing speed, flexibility, and data-driven decision making.
Product details
Number of Pages:
136
Release Date:
2025-07-25
Publication Date:
2025-07-25
Publisher:
Springer Nature Switzerland
Languages:
Original: English
ISBN10:
3031934040
ISBN13:
9783031934049
GPSR Manufacturer Reference:
[email protected]
Weight:
296 g
Height:
153 cm
Width:
216 cm
Thickness:
13 cm
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