Publication: Análisis de las estrategias de comunicación de las startups españolas. Estudio de casos
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2016-06-14
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Universidad Complutense de Madrid
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Abstract
El fenómeno emprendedor ha experimentado una importante evolución en los últimos años. En este ecosistema surgen unas iniciativas marcadas por la innovación, que se denominan startups. Se trata de empresas emergentes que buscan emprender o montar un nuevo negocio. Muchos son los espacios dedicados a analizar y promover el entorno emprendedor –encuentros, congresos, aceleradoras, incubadoras, inversores, business angels-. Los medios desempeñan una labor muy importante como agentes difusores de historias de éxito empresarial. Cada vez se dedica más espacio en medios -generalistas, económicos y especializados en radio, TV, prensa, revistas, digitales, blogs- a hacerse eco de iniciativas innovadoras tanto por el tipo de producto o servicio que ofrecen, como por la manera de trabajar o porque satisfacen necesidades impensables hace poco tiempo. Si bien ya se han realizado varios estudios y algunos artículos científicos que muestran la radiografía de las startups (tipología de empresas, perfil de los emprendedores, internacionalización, claves de éxito), hasta el momento no se ha estudiado en profundidad su estrategia de comunicación. Esta tesis analiza la estrategia de comunicación en las startups españolas, el grado de profesionalización y perfil del responsable de comunicación, las principales actividades, las semejanzas o diferencias respecto a otra tipología de empresas, los canales o herramientas utilizados (si son específicos de este ámbito) y la medición de resultados. El ámbito de la investigación son las principales startups en España de todos los tamaños y sectores de actividad, ubicadas en el territorio español...
Recently, the entrepreneurial phenomenon has evolved significantly. In this specific, innovative ecosystem, certain initiatives called startups are emerging. These are companies seeking to launch a new business. There are many areas dedicated to analyzing and promoting the entrepreneurial environment: Meetings, Conferences, Accelerators, Incubators, Investors, Business Angels. Additionally, the Media plays a key role as a channel to spread business success stories. More and more space is dedicated to explain innovative initiatives, in general media as well as in economic and specialized television, radio, newspapers, magazines, social and digital media and blogs. They focus on both the type of product and the service they offer, such as the way they work or why they satisfy needs that were unthinkable not long ago. There have been several studies and some scientific papers showing the status of startups (type of business, profile entrepreneurs, internationalization, key success factors). However, very little has been written about their communication strategy. This thesis analyzes the communication strategy in Spanish startups, the degree of professionalism and communication manager profile, the main activities, the similarities or differences with other types of businesses, channels or tools used (if they are specific to this area ) as well as how to measure results. Therefore, the scope of the research focuses on the main startups in Spain, covering different sizes and sectors...
Recently, the entrepreneurial phenomenon has evolved significantly. In this specific, innovative ecosystem, certain initiatives called startups are emerging. These are companies seeking to launch a new business. There are many areas dedicated to analyzing and promoting the entrepreneurial environment: Meetings, Conferences, Accelerators, Incubators, Investors, Business Angels. Additionally, the Media plays a key role as a channel to spread business success stories. More and more space is dedicated to explain innovative initiatives, in general media as well as in economic and specialized television, radio, newspapers, magazines, social and digital media and blogs. They focus on both the type of product and the service they offer, such as the way they work or why they satisfy needs that were unthinkable not long ago. There have been several studies and some scientific papers showing the status of startups (type of business, profile entrepreneurs, internationalization, key success factors). However, very little has been written about their communication strategy. This thesis analyzes the communication strategy in Spanish startups, the degree of professionalism and communication manager profile, the main activities, the similarities or differences with other types of businesses, channels or tools used (if they are specific to this area ) as well as how to measure results. Therefore, the scope of the research focuses on the main startups in Spain, covering different sizes and sectors...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Derecho Internacional Público y Relaciones Internacionales (Estudios Internacionales), leída el 13-01-2016