IDEAS home Printed from https://ideas.repec.org/a/men/journl/v10y2024i2p205-224.html

Strategic Media Messaging of Startups and Entrepreneurs Before Initial Public Offering (IPO)

Author

Listed:
  • Itzhak Mashiah

    (New York University, New York City, United States
    University of Mississippi, Oxford, United States)

Abstract

This research delves into effective messaging strategies employed by companies to shape their reputation in anticipation of an initial public offering (IPO). Drawing insights from the analysis of 1162 media headlines encompassing 30 brands during their IPOs on NASDAQ or NYSE, the study offers valuable recommendations for entrepreneurs and startups engaging in rhetorical preparations for an IPO. By synthesizing the examination of successful companies' media framing with pertinent well-known communication frameworks (strategic communication and the PESO model), the article introduces the new 6I's model. This model serves as a comprehensive marketing guide, empowering entrepreneurs, and businesses to adeptly manage their company's reputation and highlight diverse accomplishments for the cultivation of a positive media image towards the IPO. The 6I's model encompasses messages centered on Increasing and rapid growth, Innovative technology, Immediate relevance, Individuals and personnel, In-charge management, and In-chronicle history and company tradition. Based on the suggested model, this study further develops the theoretical understanding of corporate narrative and strategic communication to mold the reputations of organizations.

Suggested Citation

  • Itzhak Mashiah, 2024. "Strategic Media Messaging of Startups and Entrepreneurs Before Initial Public Offering (IPO)," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 10(2), pages 205-224.
    • Handle: RePEc:men:journl:v:10:y:2024:i:2:p:205-224
    DOI: 10.11118/ejobsat.2024.008
    as

    Download full text from publisher

    File URL: http://ejobsat.cz/doi/10.11118/ejobsat.2024.008.html
    Download Restriction: free of charge
    File URL: http://ejobsat.cz/doi/10.11118/ejobsat.2024.008.pdf
    Download Restriction: free of charge
    File URL: https://libkey.io/10.11118/ejobsat.2024.008?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

    for a different version of it.

    References listed on IDEAS

    as
    1. Gabriel, Yiannis, 2000. "Storytelling in Organizations: Facts, Fictions, and Fantasies," OUP Catalogue, Oxford University Press, number 9780198297062.
    2. Ferrati, Francesco & Muffatto, Moreno, 2021. "Entrepreneurial Finance: Emerging Approaches Using Machine Learning and Big Data," Foundations and Trends(R) in Entrepreneurship, now publishers, vol. 17(3), pages 232-329, April.
    3. Lal, Rajiv & Matutes, Carmen, 1994. "Retail Pricing and Advertising Strategies," The Journal of Business, University of Chicago Press, vol. 67(3), pages 345-370, July.
    4. Jean-Michel Dalle & Matthijs den Besten & Carlo Menon, 2017. "Using Crunchbase for economic and managerial research," OECD Science, Technology and Industry Working Papers 2017/08, OECD Publishing.
    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. Li, Chenguang & Sexton, Richard J., "undated". "Impacts of Retailers’ Pricing Strategies for Produce Commodities on Farmer Welfare," 2009 Conference, August 16-22, 2009, Beijing, China 51720, International Association of Agricultural Economists.
    2. repec:osf:osfxxx:x6vda_v1 is not listed on IDEAS
    3. Andrew Rhodes & Jidong Zhou, 2019. "Consumer Search and Retail Market Structure," Management Science, INFORMS, vol. 67(6), pages 2607-2623, June.
    4. Arfan Khalid, 2011. "Effect of Organizational Change on Employee Job Involvement: Mediating Role of Communication, Emotions and Psychological Contract," Information Management and Business Review, AMH International, vol. 3(3), pages 178-184.
    5. Kuckertz, Andreas & Scheu, Maximilian, 2024. "From chalkboard to boardroom: Unveiling the role of entrepreneurship in bolstering academic achievement among professors," Journal of Business Research, Elsevier, vol. 175(C).
    6. Rhodes, Andrew, 2011. "Multiproduct pricing and the Diamond Paradox," MPRA Paper 32511, University Library of Munich, Germany.
    7. Cliff Oswick, 2014. "A Study of Case Studies: Some Reflections and Projections on the Narrative Structuring of Management Cases," South Asian Journal of Business and Management Cases, , vol. 3(1), pages 7-14, June.
    8. Rajnish Rai & Srinath Jagannathan & Raza Mir, 2026. "Police Violence as Organizational Enactment of the State of Exception," Journal of Business Ethics, Springer, vol. 206(3), pages 571-598, July.
    9. Glenn Ellison, 2005. "A Model of Add-On Pricing," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 120(2), pages 585-637.
    10. Horsky Sharon & Michael Steven C. & Silk Alvin J., 2012. "The Internalization of Advertising Services: An Inter-Industry Analysis," Review of Marketing Science, De Gruyter, vol. 10(1), pages 1-35, October.
    11. repec:osf:socarx:7cvge_v1 is not listed on IDEAS
    12. Ge, Houtian & Gomez, Miguel I. & Richards, Timothy J., "undated". "Retailer Marketing Strategy and Consumer Purchase Decision for Local Food – An Agent-Based Model," 2018 Annual Meeting, August 5-7, Washington, D.C. 273819, Agricultural and Applied Economics Association.
    13. Saitone, Tina L. & Sexton, Richard J. & Volpe, Richard J., III, "undated". "Markups and Promotional Patterns of California WIC-Authorized Foods," 2012 Annual Meeting, August 12-14, 2012, Seattle, Washington 124927, Agricultural and Applied Economics Association.
    14. van Dijk, Jasper & Leendertse, Jip & Stam, Erik & van Rijnsoever, Frank, 2025. "The entrepreneurial ecosystem clock keeps on ticking – A replication and extension of Coad and Srhoj (2023)," Research Policy, Elsevier, vol. 54(2).
    15. Nan Yang & Dimitrios Dousios & Nikolaos Korfiatis & Konstantinos Chalvatzis, 2024. "Mapping the signaling environment between sustainability‐focused entrepreneurship and investment inputs: A topic modeling approach," Business Strategy and the Environment, Wiley Blackwell, vol. 33(6), pages 5405-5422, September.
    16. Richards, Timothy J. & Hamilton, Stephen F. & Yonezawa, Koichi, 2018. "Retail Market Power in a Shopping Basket Model of Supermarket Competition," Journal of Retailing, Elsevier, vol. 94(3), pages 328-342.
    17. Kevin Morrell, 2008. "The Narrative of ‘Evidence Based’ Management: A Polemic," Journal of Management Studies, Wiley Blackwell, vol. 45(3), pages 613-635, May.
    18. Sörgärde, Nadja, 2020. "Story-dismantling, story-meandering, and story-confirming: Organizational identity work in times of public disgrace," Scandinavian Journal of Management, Elsevier, vol. 36(3).
    19. Timothy Richards, 2007. "A nested logit model of strategic promotion," Quantitative Marketing and Economics (QME), Springer, vol. 5(1), pages 63-91, March.
    20. J. Miguel Villas-Boas, 2009. "Product Variety and Endogenous Pricing with Evaluation Costs," Management Science, INFORMS, vol. 55(8), pages 1338-1346, August.
    21. Johansen, Bjørn Olav, 2012. "The Buyer Power Of Multiproduct Retailers: Competition With One-Stop Shopping," Working Papers in Economics 03/12, University of Bergen, Department of Economics.
    22. Alexis Antoniades & Sofronis Clerides & Mingzhi Xu, 2023. "Micro‐responses to shocks: pricing, promotion, and entry," Scandinavian Journal of Economics, Wiley Blackwell, vol. 125(3), pages 584-615, July.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    JEL classification:

    • L23 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Organization of Production
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    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:men:journl:v:10:y:2024:i:2:p:205-224. 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: Ivo Andrle (email available below). General contact details of provider: https://edirc.repec.org/data/femencz.html .

    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.