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: sergiiblack@mail.ru

Abstract

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.