MATEC Web Conf.
Volume 239, 2018Siberian Transport Forum - TransSiberia 2018
|Number of page(s)||9|
|Section||Training of Transport Industry Personnel|
|Published online||27 November 2018|
The study of the correspondence of marketing instruments to the stages of the start-up life cycle
St. Petersburg State University of Economics (UNECON), 21, Sadovaya street, 191023, St. Petersburg, Russia
* Corresponding author: firstname.lastname@example.org
The article is devoted to the results of an empirical study of the correspondence of market research methods and promotion tools to the stages of the life cycle of start-ups on the Russian market. The authors’ model of the life cycle of the start-up, consisting of eight stages, is grounded. The authors present the results of an empirical study, consisting of expert interviews and a quantitative survey. A model for the correspondence of marketing instruments to the stages of the life cycle of a start-up is compiled. It is proved that in the process of development of a start-up, the number of marketing instruments used (especially digital tools) should increase at every stage of its life cycle. Based on the results of a desk and empirical studies, a system of criteria and a tool for assessing the sustainable development of a startup at various stages of its life cycle are proposed.
© The Authors, published by EDP Sciences, 2018
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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