Scaling B2B Markets
This book focuses on how startups navigate complex B2B markets by adopting agile marketing strategies. Emphasising agility and adaptability, which are crucial factors for early-stage businesses, the book uses a multiple case study approach to investigate how startups develop their marketing strategy tailored to B2B dynamics, touching on emerging technologies, and the importance of positioning their brands in highly competitive markets.
Starting from a solid theoretical background, including recent academic literature on B2B startups, the book maps the marketing trends, such as digitalization and sustainability, which are impacting the marketing strategies of new ventures. After this scenario analysis, an empirical analysis involving innovative startups operating in B2B markets is presented.
Adopting a new perspective on how startups can leverage agility to compete with established actors, such as large traditional firms, the author offers new theoretical insights and managerial implications emphasizing speed, flexibility, and data-driven decision making.
Mirko Olivieri, PhD, is Assistant Professor of Marketing at the Faculty of Economics of the Catholic University of the Sacred Heart, where he teaches undergraduate and graduate courses. His research interests concern marketing communications, with a focus on the business relationships between organizations and stakeholders in the digital environment. His research has recently been published in international journals, such as Journal of Product and Brand Management, International Marketing Review, Journal of Retailing and Consumer Services, Journal of Business and Industrial Marketing. He is also member of the National Council of the Società Italiana del Dottorato di Ricerca (SIDRI), member of the Italian Academy of Business Economics (AIDEA), the Italian Marketing Society (SIM) and the Italian Management Society (SIMA).
