Working Paper
The Effect of Systematic Marketing on Start-Up Firm Valuation
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.