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Overcoming the Liabilities of Newness and Building Legitimacy in a B2B SaaS Startup Context: Introducing a Framework of Legitimation Strategies - Couverture souple
Synopsis
Master's Thesis from the year 2019 in the subject Business economics - Company formation, Business Plans, grade: B, Lund University, language: English, abstract: Despite the high failure rate of startups linked to the extensively researched lack of legitimacy, research has not captured an aggregated legitimation strategy framework for new B2B SaaS ventures. Particularly for the growing SaaS industry, perceived legitimacy plays an important role due to high buying risk. This study examined which legitimacy-building strategies exist and can be applied by new B2B SaaS ventures, introducing a framework of practical strategies. Hereby, the study revealed specific insights on how to overcome liabilities of newness and the lack of legitimacy through legitimacy-building activities. This study applied a retrospective case-based examination of the legitimation management implemented by four B2B SaaS startups from Skåne, Sweden. The collected data implied the high relevance of a lack of legitimacy for new B2B SaaS ventures. Furthermore, it revealed the application of strategies described in previous research as well as newly surfaced, seemingly SaaS-specific strategies. This study aggregated research on legitimation strategies and extended it by newly identified strategies, providing a groundwork for further cross-sectional research and contributing to the legitimation research in B2B SaaS.
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À propos de l'auteur
Philipp Constantin Müller-Buttmann is an experienced technology ecosystem designer, startup mentor, and entrepreneur. Having resided in Germany, Australia, the United States, the Netherlands, and Sweden, he is alumni of Leuphana University, the University of Queensland, and Lund University's School of Economics and Management.
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Overcoming the Liabilities of Newness and Building Legitimacy in a B2B SaaS Startup Context
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Taschenbuch. Etat : Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Master's Thesis from the year 2019 in the subject Business economics - Company formation, Business Plans, grade: B, Lund University, language: English, abstract: Despite the high failure rate of startups linked to the extensively researched lack of legitimacy, research has not captured an aggregated legitimation strategy framework for new B2B SaaS ventures. Particularly for the growing SaaS industry, perceived legitimacy plays an important role due to high buying risk.This study examined which legitimacy-building strategies exist and can be applied by new B2B SaaS ventures, introducing a framework of practical strategies. Hereby, the study revealed specific insights on how to overcome liabilities of newness and the lack of legitimacy through legitimacy-building activities.This study applied a retrospective case-based examination of the legitimation management implemented by four B2B SaaS startups from Skåne, Sweden.The collected data implied the high relevance of a lack of legitimacy for new B2B SaaS ventures. Furthermore, it revealed the application of strategies described in previous research as well as newly surfaced, seemingly SaaS-specific strategies.This study aggregated research on legitimation strategies and extended it by newly identified strategies, providing a groundwork for further cross-sectional research and contributing to the legitimation research in B2B SaaS. 88 pp. Englisch. N° de réf. du vendeur 9783346014443
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Overcoming the Liabilities of Newness and Building Legitimacy in a B2B SaaS Startup Context : Introducing a Framework of Legitimation Strategies
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Taschenbuch. Etat : Neu. Druck auf Anfrage Neuware - Printed after ordering - Master's Thesis from the year 2019 in the subject Business economics - Company formation, Business Plans, grade: B, Lund University, language: English, abstract: Despite the high failure rate of startups linked to the extensively researched lack of legitimacy, research has not captured an aggregated legitimation strategy framework for new B2B SaaS ventures. Particularly for the growing SaaS industry, perceived legitimacy plays an important role due to high buying risk.This study examined which legitimacy-building strategies exist and can be applied by new B2B SaaS ventures, introducing a framework of practical strategies. Hereby, the study revealed specific insights on how to overcome liabilities of newness and the lack of legitimacy through legitimacy-building activities.This study applied a retrospective case-based examination of the legitimation management implemented by four B2B SaaS startups from Skåne, Sweden.The collected data implied the high relevance of a lack of legitimacy for new B2B SaaS ventures. Furthermore, it revealed the application of strategies described in previous research as well as newly surfaced, seemingly SaaS-specific strategies.This study aggregated research on legitimation strategies and extended it by newly identified strategies, providing a groundwork for further cross-sectional research and contributing to the legitimation research in B2B SaaS. N° de réf. du vendeur 9783346014443
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Overcoming the Liabilities of Newness and Building Legitimacy in a B2B SaaS Startup Context
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Taschenbuch. Etat : Neu. This item is printed on demand - Print on Demand Titel. Neuware -Master's Thesis from the year 2019 in the subject Business economics - Company formation, Business Plans, grade: B, Lund University, language: English, abstract: Despite the high failure rate of startups linked to the extensively researched lack of legitimacy, research has not captured an aggregated legitimation strategy framework for new B2B SaaS ventures. Particularly for the growing SaaS industry, perceived legitimacy plays an important role due to high buying risk.This study examined which legitimacy-building strategies exist and can be applied by new B2B SaaS ventures, introducing a framework of practical strategies. Hereby, the study revealed specific insights on how to overcome liabilities of newness and the lack of legitimacy through legitimacy-building activities.This study applied a retrospective case-based examination of the legitimation management implemented by four B2B SaaS startups from Skåne, Sweden.The collected data implied the high relevance of a lack of legitimacy for new B2B SaaS ventures. Furthermore, it revealed the application of strategies described in previous research as well as newly surfaced, seemingly SaaS-specific strategies.This study aggregated research on legitimation strategies and extended it by newly identified strategies, providing a groundwork for further cross-sectional research and contributing to the legitimation research in B2B SaaS.GRIN Publishing GmbH, Waltherstraße 23, 80337 München 88 pp. Englisch. N° de réf. du vendeur 9783346014443
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Overcoming the Liabilities of Newness and Building Legitimacy in a B2B SaaS Startup Context | Introducing a Framework of Legitimation Strategies
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Taschenbuch. Etat : Neu. Overcoming the Liabilities of Newness and Building Legitimacy in a B2B SaaS Startup Context | Introducing a Framework of Legitimation Strategies | Philipp Constantin Müller-Buttmann (u. a.) | Taschenbuch | 88 S. | Englisch | 2019 | GRIN Verlag | EAN 9783346014443 | Verantwortliche Person für die EU: GRIN Publishing GmbH, Waltherstr. 23, 80337 München, info[at]grin[dot]com | Anbieter: preigu Print on Demand. N° de réf. du vendeur 117827425
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