Lean Social Media Communication Strategies for SMEs: Exploring the Field of Risk-Adjusted Lean Social Media Communication Strategies in the Context of the Lean Startup Method for SMEs

Publikation: Beiträge in SammelwerkenKapitelbegutachtet

Authors

In the chapter titled “Lean Social Media Communication Strategies for SMEs – Exploring the Field of Risk-Adjusted Lean Social Media Communication Strategies in the Context of the Lean Startup Method for SMEs,” Katrin Kizilkan and Maximilian Wagenknecht present how the Lean Startup Method can improve digital communication through active control of lean and targeted communication. This chapter provides a first attempt where parts of the Lean Startup Method are combined with social media communication to create a risk-adjusted lean communication strategy. The theoretical content of the chapter is developed by a systematic literature review and an inductive content analysis to connect these theoretical concepts. The results indicate that social media must be understood as an opportunity to actively interact with the core customers and as a tool that must be continuously evaluated and readjusted. Additionally, the benefits of a lean strategy can lead to cost reductions in market research and the preservation and control of the customer base. The most important findings are compiled in a risk-adjusted Lean Social Media Strategy framework for practitioners and future research.
OriginalspracheEnglisch
TitelDe Gruyter Handbook of SME Entrepreneurship
HerausgeberMarina Dabić, Sascha Kraus
Anzahl der Seiten39
ErscheinungsortBerlin
VerlagWalter de Gruyter
Erscheinungsdatum06.11.2023
Seiten201-239
ISBN (Print)978-3-11-074752-2, 3-11-074752-9
ISBN (elektronisch)978-3-11-074772-0, 978-3-11-074765-2
DOIs
PublikationsstatusErschienen - 06.11.2023

Bibliographische Notiz

Publisher Copyright:
© 2023 Walter de Gruyter GmbH, Berlin/Boston.

DOI

Zuletzt angesehen

Publikationen

  1. John Stuart Mill: Über die Freiheit
  2. Das Holocaust-Mahnmal in Berlin
  3. Who stays proactive after entrepreneurship training? Need for cognition, personal initiative maintenance, and well-being
  4. Dynamic capabilities and employee participation
  5. Verträge, Vertrauen und Unternehmenserfolg in Automobilclustern
  6. § 3b EStG
  7. Im Schatten des Vielfaltsdiskurses
  8. Agriculture and everyday realities on small farms – An entrepreneurial challenge to farmers between the desire for autonomy and a secure existence. Two examples from east and south-east Poland
  9. Two degrees and the SDGs:
  10. Radverkehrsförderung 3.0
  11. The impacts of rare disasters on asset returns and risk premiums in advanced economies (1870–2015)
  12. ‘We are all herd animals'
  13. Stichwort
  14. ASE
  15. Weiterentwicklung der Unternehmensberichterstattung
  16. Feedback als Voraussetzung für die Organisation erfolgreicher Lernprozesse
  17. Abschluss nach drei Semestern:
  18. Ressourceneffizienz in der Praxis
  19. Investigation On The Influence Of Remanufacturing On Production Planning And Control – A Systematic Literature Review
  20. Shitstorm-Prävention
  21. Nutrient enrichment increases invertebrate herbivory and pathogen damage in grasslands
  22. Environmental Shareholder Value
  23. Bloß keine Grüppchen bilden!
  24. Das VSBG verstärkt die Anreize zum Rechtsbruch
  25. Unterschiedliche Welten
  26. Sustainable Entrepreneurship
  27. The organizational powers of (digital) media
  28. Baumol's cost disease, efficiency, and productivity in the performing arts
  29. Revisiting Renewable Energies
  30. Mitarbeiterzentriertes Qualifizierungsmanagement