@phdthesis{Boesch2022, type = {Master Thesis}, author = {Daniel B{\"o}sch}, title = {Marketing strategy for startups going international}, journal = {Marketing-Strategie f{\"u}r internationalisierende Startups. Ein praktischer Leitfaden f{\"u}r B2B-Software-Startups}, doi = {10.25924/opus-4559}, pages = {IX, 108}, year = {2022}, abstract = {Startups usually have high growth ambitions but only limited resources. Therefore, they are looking for efficient and effective methods to grow their business. However, if they go interna-tional, challenging changes will likely be made if the company is not focused on the global market. The aim of this work is therefore to support startups in the internationalization of their business and to provide guidance from the beginning by using strategic marketing elements to facilitate this process. To achieve this, a qualitative method of analysis was chosen. First, a literature review was conducted on the relevant topics of a startup, strategic marketing, and internationalization. Five success factors emerged from the literature: commitment, strategy, research, marketing mix adaptation, and organization and network. These were then ana-lyzed in more detail in expert interviews. The analysis of the interview results shows that for the internationalization of startups, the commitment to internationalization and a global mindset is of great importance from the very beginning. This is because they influence all supporting and strategic marketing elements.}, language = {en} }