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Shaping Startup Culture in Croatia: The Role of Internal Marketing in Fostering Growth

Author

Listed:
  • Palić Mirko
  • Kozina Zrinka

    (1 University of Zagreb, Faculty of Economics and Business, Croatia)

  • Tutek Natalia

    (2 Effectus University College, Croatia)

Abstract

The startup scene in Croatia has been accelerating in development in the last decade, partly due to the available European Union funds. Organisational culture is one of the main prerequisites for the growth and development of successful startups. Internal marketing is often crucial to reshaping positive organisational culture and fostering innovative employee behaviour.

Suggested Citation

  • Palić Mirko & Kozina Zrinka & Tutek Natalia, 2023. "Shaping Startup Culture in Croatia: The Role of Internal Marketing in Fostering Growth," Business Systems Research, Sciendo, vol. 14(2), pages 44-60, December.
    • Handle: RePEc:bit:bsrysr:v:14:y:2023:i:2:p:44-60:n:3
    DOI: 10.2478/bsrj-2023-0011
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    References listed on IDEAS

    as
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    5. Saerom (Ronnie) Lee, 2022. "The myth of the flat start‐up: Reconsidering the organizational structure of start‐ups," Strategic Management Journal, Wiley Blackwell, vol. 43(1), pages 58-92, January.
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    More about this item

    Keywords

    Startup; Organizational Culture; Internal Marketing; Croatia;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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