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/works › Chapter › peer-review
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De Gruyter Handbook of SME Entrepreneurship. ed. / Marina Dabić; Sascha Kraus. Berlin: Walter de Gruyter GmbH, 2023. p. 201-239 (De Gruyter Handbooks in Business, Economics and Finance).
Research output: Contributions to collected editions/works › Chapter › peer-review
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RIS
TY - CHAP
T1 - Lean Social Media Communication Strategies for SMEs
T2 - Exploring the Field of Risk-Adjusted Lean Social Media Communication Strategies in the Context of the Lean Startup Method for SMEs
AU - Kizilkan, Katrin
AU - Wagenknecht, Maximilian
N1 - Publisher Copyright: © 2023 Walter de Gruyter GmbH, Berlin/Boston.
PY - 2023/11/6
Y1 - 2023/11/6
N2 - 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.
AB - 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.
KW - Management studies
KW - Customer Development Method
KW - Lean startup method
KW - Lean Communication
KW - Persevere or Pivot
KW - Social Media
KW - Communication Theories
KW - Small and Medium Enterprises
KW - Risk Management
KW - Entrepreneurship
UR - https://d-nb.info/1290728305
UR - http://www.scopus.com/inward/record.url?scp=85177466772&partnerID=8YFLogxK
UR - https://www.mendeley.com/catalogue/0d4ee0b3-5c6a-3390-ab0f-4a2c79e2ed7d/
U2 - 10.1515/9783110747652-011
DO - 10.1515/9783110747652-011
M3 - Chapter
SN - 978-3-11-074752-2
SN - 3-11-074752-9
T3 - De Gruyter Handbooks in Business, Economics and Finance
SP - 201
EP - 239
BT - De Gruyter Handbook of SME Entrepreneurship
A2 - Dabić, Marina
A2 - Kraus, Sascha
PB - Walter de Gruyter GmbH
CY - Berlin
ER -