ISSN: 2450-775X
eISSN: 2353-2874
OAI
DOI: 10.18276/miz.2016.44-23
Issue archive /
nr 3 (44) 2016
Rola marketingu w budowie start-upu
(Role of Marketing in Creating Start-Up)
| Authors: |
Stanisław
Skowron
Politechnika Lubelska, Wydział Zarządzania Radosław Skrzetuski Politechnika Lubelska, Wydział Zarządzania |
| Keywords: | start-up business model marketing |
| Data publikacji całości: | 2016 |
| Page range: | 10 (257-266) |
| Klasyfikacja JEL: | M13 M31 |
Abstract
The article gives the idea of a dedicated business model for start-ups initiatives under the name lean template and the concept of creation-measurements-learning feedback loop, which describes the process of optimizing the product as a market offer. Verification and improvement of the product is part of the wider process of optimizing the business model of a start-up. In both of these processes, there is the importance of marketing as a system of activities for the transfer of information about the problems and needs of the consumer, communicating with them at the stage of polling their preferences and opinions, and involvement in the generation of ideas for product improvement. In addition, as a strategic concept, marketing should be the essence of the business model in the process of optimizing. The article is a theoretical study.
Download file
Article file
Bibliography
| 1. | Bellman, R., Clark, C., Malcolm, D., Craft, C. (2001). On the construction of a multi-stage, multiperson business game. Operations Research, 5 (49). |
| 2. | Blank, S., Dorf, B. (2013). Podręcznik startupu. Budowa wielkiej firmy krok po kroku. Gliwice: Wydawnictwo Helion. |
| 3. | http://businesscreators.pl/wp-content/uploads/2014/10/LS.jpg (23.04.2016). |
| 4. | Kotler, Ph., Armstrong, G., Saunders, J., Wong, V. (2002). Marketing. Podręcznik europejski. Warszawa: PWE. |
| 5. | Magretta, J. (2003). Tajniki modelu biznesowego. Harvard Business Review Polska, 1, 53‒57. |
| 6. | Maurya, A. (2013). Metoda Running Lean. Iteracja od planu A do planu, który da Ci sukces. Gliwice: Wydawnictwo Helion. |
| 7. | Nowy słownik angielsko-polski polsko-angielski PWN Oxford (2012). Warszawa: Wydawnictwo Naukowe PWN. |
| 8. | Obłój, K. (2002). Tworzywo skutecznych strategii. Warszawa: PWE. |
| 9. | Osterwalder, A., Pigneur, Y., Tucci, C.L. (2005). Clarifying Business Models: origin, present and future of the concept. Communications of the Association for Information Systems, 15, 1‒25. |
| 10. | Osterwalder, A., Pigneur, Y. (2012), Tworzenie modeli biznesowych. Podręcznik wizjonera. Gliwice: Wydawnictwo Helion. |
| 11. | Powstała Akademia Komercjalizacji. „Bez marketingu i sprzedaży przepadną nawet nowatorskie rozwiązania” (2016). Pobrano z: http://innpoland.pl/117879,powstaka-akademia-komercjalizacji-na-warsaw-innovation-days-bedzie-wspierac-biznes-i-nauke. |
| 12. | Ries, E. (2012), Metoda Lean Startup. Gliwice: Wydawnictwo Helion. |
| 13. | Startup Poland Raport (2015). Pobrano z: http://startuppoland.org/wp-content/uploads/2015/10/Startup-Poland_raport_2015.pdf. |
| 14. | The Business Model Canvas (2016). Pobrano z: http://businessmodelgeneration.com/canvas/bmc/ |
| 15. | Thompson, A.A., Strickland, A.J. (2003). Strategic management: concepts and cases. New York: McGraw-Hill. |