Marketing for Deep-Tech Start-Ups. An Analysis from Two Perspectives

The topic of marketing in deep-tech start-ups has been rarely explored in the literature, although it has enormous importance in practice. This article presents an analysis developed from the dual perspectives of accelerators and the start-ups to explore the perceptions of start-uppers and accelerator managers regarding the importance of marketing to deep-tech start-ups and the role of the accelerator itself as an activator and promoter of an ecosystemic collaborative logic. Through the development of a series of problem-centred interviews, the study provides new insights by focusing on an accelerator in Southern Italy and three related start-ups. The results indicate that the ecosystem and the role of the accelerator in fostering marketing culture and a strategic marketing approach are perceived differently by deep-tech start-ups. This depends on trust and the nature of the relationship with the accelerator. The work contributes to the debate on the role of accelerators in the development of start-ups by introducing a marketing perspective and proposing a detailed research agenda.