Author
Listed:
- Sigrid Bekmeier-Feuerhahn
- Christian Rudeloff
- Ulrike Adam
Abstract
Strategisches Kommunikationsmanagement wird in Theorie und Praxis überwiegend als Schlüsselfaktor für eine erfolgreiche Unternehmensentwicklung angesehen. Für den Kultur- und Kreativwirtschaftssektor gilt jedoch: Der aktuellen Forschungsliteratur mangelt es an einer vertiefenden, systematischen Analyse der Kommunikationsstrategien und -instrumente, die von Gründern genutzt werden. Eine empirische Online-Studie mit 105 Gründern aus diesem Sektor untersucht, welche Kommunikationsziele, -strategien, -kanäle und Bezugsgruppen für diese Gründer wichtig sind. Die Ergebnisse dieser Umfrage zeigen, dass potenzielle Kunden die wichtigste, aber nicht die einzige Kommunikationszielgruppe sind. Die befragten Gründer favorisieren eine gemischte Kommunikationsstrategie aus informativer und dialogischer Kommunikation. / Strategic communication management is widely regarded, in both research and practice, as a key factor behind successful business development; however, current literature lacks in-depth, systematic analysis of communication strategies and instruments used by entrepreneurs in the cultural and creative sector. An empirical online-study of 105 entrepreneurs was conducted to examine which communication aims, strategies, channels, and stakeholders are important. Results from the online survey show that potential customers are the primary, but not sole target groups for communication. The entrepreneurs surveyed prefer a mixed communication strategy combining informative and dialogue communication.
Suggested Citation
Sigrid Bekmeier-Feuerhahn & Christian Rudeloff & Ulrike Adam, 2016.
"Kommunikationsmanagement von Gründungen in der Kultur- und Kreativwirtschaft: Eine empirische Bestandsaufnahme,"
ZfKE – Zeitschrift für KMU und Entrepreneurship, Duncker & Humblot, Berlin, vol. 64(1), pages 21-45.
Handle:
RePEc:dah:aeqzfk:v64_y2016_i1_q1_p21-45
DOI: 10.3790/zfke.64.1.21
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