The role of marketing and sales in B2B high-tech start-ups
Alavi and international research partners examined the importance of marketing and personal sales in B2B high-tech start-ups and how their impact changes over the course of the company's life cycle. The study [...] and generate further growth. The empirical basis of the study is a long-term study of more than 300 B2B high-tech start-ups from sectors such as IT, software, cybersecurity and biotechnology. Over a period [...] "The Different Effects of Mass-Media Marketing and Personal Sales Budgets Across the Life Cycle of B2B High-Tech Start-Ups" by Arnd Vomberg (HEC Paris), Maximilian Friess (Neu-Ulm University of Applied …
