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Gründung (Start-up)

In: Von Konzernkindern zu Marktmeistern

Author

Listed:
  • Eva Friese

    (Storypark GmbH)

  • Markus Mayr

    (Storypark GmbH)

Abstract

ZusammenfassungDie Gründungsphase fokussiert sich auf den Launch und die erste externe Sichtbarkeit. Die Entscheidung für den Launch-Zeitpunkt ist für Corporate Start-ups besonders komplex, da sie von Faktoren wie der Konzernstrategie, aktuellen Erfolgszahlen und der Personal-Branding-Strategie des Vorstands beeinflusst wird. In diesem Kapitel geht es darum, den richtigen Zeitpunkt für die Kommunikation abzupassen, um auch für das Recruiting von Top-Talenten relevant zu sein. Dabei wird die Rolle verschiedener Kommunikationskanäle und -Tools in den Blick genommen.

Suggested Citation

  • Eva Friese & Markus Mayr, 2026. "Gründung (Start-up)," Springer Books, in: Von Konzernkindern zu Marktmeistern, chapter 3, pages 45-62, Springer.
    • Handle: RePEc:spr:sprchp:978-3-662-72561-0_3
    DOI: 10.1007/978-3-662-72561-0_3
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