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

Research output: Contributions to collected editions/worksChapterpeer-review

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.
Original languageEnglish
Title of host publicationDe Gruyter Handbook of SME Entrepreneurship
EditorsMarina Dabić, Sascha Kraus
Number of pages39
Place of PublicationBerlin
PublisherWalter de Gruyter
Publication date06.11.2023
Pages201-239
ISBN (print)978-3-11-074752-2, 3-11-074752-9
ISBN (electronic)978-3-11-074772-0, 978-3-11-074765-2
DOIs
Publication statusPublished - 06.11.2023

Bibliographical note

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

    Research areas

  • Management studies - Customer Development Method, Lean startup method, Lean Communication, Persevere or Pivot, Social Media, Communication Theories, Small and Medium Enterprises, Risk Management
  • Entrepreneurship

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