Working Papers

The Effect of Systematic Marketing on Start-Up Firm Valuation

Ofer Mintz

University of Technology Sydney

Gary L. Lilien

Pennsylvania State University

Dec 16, 2020

Identifies the characteristics that lead start-up firms to conduct systematic marketing, focusing on how the interaction between the stage of development and target customer (B2B vs. B2C) affects the relative benefits to the firm. Determines whether and when conducting systematic marketing can be a signal of quality to potential investors, enhancing the financial valuations of start-up firms.

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