IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v83y2018icp65-81.html
   My bibliography  Save this article

Get the show on the road: Go-to-market strategies for e-innovations of start-ups

Author

Listed:
  • Kuester, Sabine
  • Konya-Baumbach, Elisa
  • Schuhmacher, Monika C.

Abstract

Internet-enabled service innovations (e-innovations) are the latest trend in digital entrepreneurship. E-innovation adoption is associated with high levels of uncertainty for potential customers, particularly when e-innovations are launched by start-ups. Go-to-market strategies contain information suitable to convey valuable signals for adoption decisions. Based on a systematic literature review, a historical method analysis, and expert interviews, this study explores how start-ups should design go-to-market strategies to facilitate the adoption of e-innovations. Start-ups launching e-innovations apply the service marketing mix specifically adapted to the digital context. In line with signaling theory, the findings demonstrate that the design of e-innovation go-to-market strategies should primarily signal trustworthiness and usability. For start-ups, this study proposes that trust mediates the relationship between e-innovation trustworthiness signals and adoption and that usability signals moderate the uncertainty associated with e-innovation adoption. These findings offer important managerial implications for start-ups launching e-innovations.

Suggested Citation

  • Kuester, Sabine & Konya-Baumbach, Elisa & Schuhmacher, Monika C., 2018. "Get the show on the road: Go-to-market strategies for e-innovations of start-ups," Journal of Business Research, Elsevier, vol. 83(C), pages 65-81.
    • Handle: RePEc:eee:jbrese:v:83:y:2018:i:c:p:65-81
    DOI: 10.1016/j.jbusres.2017.09.037
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296317303557
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2017.09.037?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Ha, Sejin & Stoel, Leslie, 2009. "Consumer e-shopping acceptance: Antecedents in a technology acceptance model," Journal of Business Research, Elsevier, vol. 62(5), pages 565-571, May.
    2. Ann-Marie Nienaber & Gerhard Schewe, 2014. "Enhancing Trust Or Reducing Perceived Risk, What Matters More When Launching A New Product?," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 18(01), pages 1-24.
    3. Ravenswood, Katherine, 2011. "Eisenhardt's impact on theory in case study research," Journal of Business Research, Elsevier, vol. 64(7), pages 680-686, July.
    4. Park, Joo Heon & MacLachlan, Douglas L. & Love, Edwin, 2011. "New product pricing strategy under customer asymmetric anchoring," International Journal of Research in Marketing, Elsevier, vol. 28(4), pages 309-318.
    5. Nelson, Phillip, 1970. "Information and Consumer Behavior," Journal of Political Economy, University of Chicago Press, vol. 78(2), pages 311-329, March-Apr.
    6. Frambach, Ruud T. & Barkema, Harry G. & Nooteboom, Bart & Wedel, Michel, 1998. "Adoption of a service innovation in the business market: An empirical test of supply-side variables," Journal of Business Research, Elsevier, vol. 41(2), pages 161-174, February.
    7. D. Harrison McKnight & Vivek Choudhury & Charles Kacmar, 2002. "Developing and Validating Trust Measures for e-Commerce: An Integrative Typology," Information Systems Research, INFORMS, vol. 13(3), pages 334-359, September.
    8. Kuester, Sabine & Feurer, Sven & Schuhmacher, Monika C. & Reinartz, Dominik, 2015. "Comparing the incomparable? How consumers judge the price fairness of new products," International Journal of Research in Marketing, Elsevier, vol. 32(3), pages 272-283.
    9. Youngjin Yoo & Ola Henfridsson & Kalle Lyytinen, 2010. "Research Commentary ---The New Organizing Logic of Digital Innovation: An Agenda for Information Systems Research," Information Systems Research, INFORMS, vol. 21(4), pages 724-735, December.
    10. Prins, R. & Verhoef, P.C., 2007. "Marketing Communication Drivers of Adoption Timing of a New E-Service among Existing Customers," ERIM Report Series Research in Management ERS-2007-018-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    11. Michael Spence, 1973. "Job Market Signaling," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 87(3), pages 355-374.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Konya-Baumbach, Elisa & Schuhmacher, Monika C. & Kuester, Sabine & Kuharev, Victoria, 2019. "Making a first impression as a start-up: Strategies to overcome low initial trust perceptions in digital innovation adoption," International Journal of Research in Marketing, Elsevier, vol. 36(3), pages 385-399.
    2. Eggers, Fabian & Risselada, Hans & Niemand, Thomas & Robledo, Sebastian, 2022. "Referral campaigns for software startups: The impact of network characteristics on product adoption," Journal of Business Research, Elsevier, vol. 145(C), pages 309-324.
    3. repec:ebl:ecbull:v:10:y:2004:i:8:p:1-8 is not listed on IDEAS
    4. Thomas de Haan & Theo Offerman & Randolph Sloof, 2015. "Money Talks? An Experimental Investigation Of Cheap Talk And Burned Money," International Economic Review, Department of Economics, University of Pennsylvania and Osaka University Institute of Social and Economic Research Association, vol. 56(4), pages 1385-1426, November.
    5. Nitin Walia & Mark Srite & Wendy Huddleston, 2016. "Eyeing the web interface: the influence of price, product, and personal involvement," Electronic Commerce Research, Springer, vol. 16(3), pages 297-333, September.
    6. Judy E. Scott & Dawn G. Gregg & Jae Hoon Choi, 2015. "Lemon complaints: When online auctions go sour," Information Systems Frontiers, Springer, vol. 17(1), pages 177-191, February.
    7. Sandra Rothenberger, 2015. "Fairness through Transparency: The Influence of Price Transparency on Consumer Perceptions of Price Fairness," Working Papers CEB 15-008, ULB -- Universite Libre de Bruxelles.
    8. Chen, Ying-Hueih & Hsu, I-Chieh & Lin, Chia-Chen, 2010. "Website attributes that increase consumer purchase intention: A conjoint analysis," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1007-1014, September.
    9. Tibert Verhagen & Daniel Bloemers, 2018. "Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types," Electronic Commerce Research, Springer, vol. 18(3), pages 537-561, September.
    10. Tomi Rajala, 2019. "Mind the Information Expectation Gap," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 10(1), pages 104-125, March.
    11. Carlyle Farrell & Gervan Fearon, 2005. "Renting Goodwill in International Marketing Channels: An Analysis of Pricing Strategies and Bargaining Power," Atlantic Economic Journal, Springer;International Atlantic Economic Society, vol. 33(3), pages 285-296, September.
    12. Yao, Qiongrui (Missy) & Baker, LaKami T. & Lohrke, Franz T., 2022. "Building and sustaining trust in remote work by platform-dependent entrepreneurs on digital labor platforms: Toward an integrative framework," Journal of Business Research, Elsevier, vol. 149(C), pages 327-339.
    13. Tao, Fang & Liu, Xiaohui & Gao, Lan & Xia, Enjun, 2017. "Do cross-border mergers and acquisitions increase short-term market performance? The case of Chinese firms," International Business Review, Elsevier, vol. 26(1), pages 189-202.
    14. Steinrücken, Torsten, 2001. "Der Markt für politische Zitronen," Ilmenau Economics Discussion Papers 20, Ilmenau University of Technology, Institute of Economics.
    15. Chien-Wei Chen & Min-Hsien Chiang & Chi-Lin Yang, 2014. "New product preannouncements, advertising investments, and stock returns," Marketing Letters, Springer, vol. 25(2), pages 207-218, June.
    16. Jie Wu & Zefu Wu, 2019. "ISO certification and new product success in an emerging market," Asian Business & Management, Palgrave Macmillan, vol. 18(1), pages 51-71, February.
    17. Badrinarayanan, Vishag & Becerra, Enrique P. & Madhavaram, Sreedhar, 2014. "Influence of congruity in store-attribute dimensions and self-image on purchase intentions in online stores of multichannel retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1013-1020.
    18. Heribert Gierl & Julia Koncz, 2007. "Unternehmenswachstum und Internationalität als Qualitätssignale," Metrika: International Journal for Theoretical and Applied Statistics, Springer, vol. 17(4), pages 389-409, January.
    19. McCluskey, Jill J., 2000. "A Game Theoretic Approach to Organic Foods: An Analysis of Asymmetric Information and Policy," Agricultural and Resource Economics Review, Cambridge University Press, vol. 29(1), pages 1-9, April.
    20. Yang, Xiao & Liu, Ying & Dong, Jichang & Li, Sirui, 2023. "Impact of streamers’ characteristics on sales performance of search and experience products: Evidence from Douyin," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    21. Egon Franck & Torsten Pudack & Christian Opitz, 2001. "Zur Funktion von Topmanagement-Beratungen als Karrieresprungsbrett für High Potentials," Working Papers 0003, University of Zurich, Institute for Strategy and Business Economics (ISU).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:83:y:2018:i:c:p:65-81. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.