Journal article

Publication year: 2018

Pages: 65-81

Journal: Journal of Business Research

Volume number: 83

ISSN: 0148-2963

eISSN: 1873-7978

DOI Link: https://doi.org/10.1016/j.jbusres.2017.09.037

Publisher: Elsevier

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.

Harvard Citation style: Kuester, S., Konya-Baumbach, E. and Schuhmacher, M. (2018) Get the show on the road: Go-to-market strategies for e-innovations of start-ups, Journal of Business Research, 83, pp. 65-81. https://doi.org/10.1016/j.jbusres.2017.09.037

APA Citation style: Kuester, S., Konya-Baumbach, E., & Schuhmacher, M. (2018). Get the show on the road: Go-to-market strategies for e-innovations of start-ups. Journal of Business Research. 83, 65-81. https://doi.org/10.1016/j.jbusres.2017.09.037