Conditions of One-Way and Two-Way Approaches in Strategic Start-Up Communication: A Qualitative Comparative Analysis (QCA)

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This study aims to analyze what leads to particular communication practices in start-ups. We propose a connection between the entrepreneurial decision-making logics causation and effectuation and strategic communication. To reveal different configurations of conditions that lead to one-way and two-way communication approaches, we conduct a QCA (n = 18). As a result, five paths can be identified. It can be concluded that situational factors activate decision-making logics that lead to different communication approaches. This article provides a better understanding of the antecedents of strategic start-up communication, enriches the literature on one-way and two-way communication approaches and demonstrates that QCA can be implemented fruitfully in strategic communication studies.
Original languageEnglish
JournalInternational Journal of Strategic Communication
Issue number2
Pages (from-to)157-181
Number of pages25
Publication statusPublished - 29.03.2022

Bibliographical note

Special issue: Start-up and Entrepreneurial Communication

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