Istvan Csaba Gergely

Metropolregion Berlin/Brandenburg Kontaktinformationen
3773 Follower:innen 500+ Kontakte

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I am young professional with 6 years experience in affiliate marketing and media buying…

Aktivitäten

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Berufserfahrung und Ausbildung

  • Digital Performance GmbH

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Veröffentlichungen

  • Entrepreneur Communication. Legitimacy communication of new ventures.

    Aarhus School of Business

    This study examines the way new ventures communicate legitimacy to various stakeholders. Lack of legitimacy is one of the main reasons for the high failure rate of new ventures. Legitimacy judgement of stakeholders can be influenced by strategic communication. The aim of this study is to identify central legitimacy themes of entrepreneur communications. Grounded in diffusion of innovations theory, it investigates the role of innovation attributes (relative advantage, complexity, obervability…

    This study examines the way new ventures communicate legitimacy to various stakeholders. Lack of legitimacy is one of the main reasons for the high failure rate of new ventures. Legitimacy judgement of stakeholders can be influenced by strategic communication. The aim of this study is to identify central legitimacy themes of entrepreneur communications. Grounded in diffusion of innovations theory, it investigates the role of innovation attributes (relative advantage, complexity, obervability, trialability and compatibility) in the legitimacy communication of new ventures.
    Through interviews with new venture owners, the author has identified five emerging themes in legitimacy communication. New ventures include referrals in their legitimacy communication in order to gain cognitive legitimacy and to diffuse in a social network. They describe the potentials of the new venture by presenting competences and a viable business plan for the possible customers. They build relationships and communicate the importance of relationships in their legitimacy communication. Communicating flexibility, entrepreneurs reduce risk and uncertainty and by this they increase legitimacy and trust.
    This paper offers a new perspective of legitimacy communication both for practitioners and for researchers. Practitioners need to realize the strength of legitimacy communication and they need to include the innovation attributes in this communication in order to achieve success. Finally, this paper presents a new understanding of legitimacy communication for researchers through the theoretical lens of the diffusion of innovations.

    Keywords: entrepreneurship, legitimacy, diffusion of innovations, communication.

Kurse

  • Accounting

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  • Assessing Organizational Communication

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  • B2B Branding

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  • Consumption Society and Markets

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  • Corporate Communication

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  • Corporate Communication

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  • Financial Management

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  • Human Resource Management

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  • Integrated Marketing Communication and Public Relations

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  • International Marketing

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  • Marketing Organization and Management

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  • Organization Management

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  • Process Consultation and Relationships

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  • Scientific Research

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  • Strategic Management of Organization

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  • Strategy as Practice

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Projekte

  • open RTB

    –Heute

  • Change management within the media buying team

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  • Analysis of Nestlé’s crisis response strategies and Nestlé’s fans reactions on Facebook.

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    Nestlé’s crisis case is an example for the fact that companies are more vulnerable in crisis situations because of social media. On the other hand, the use of social media can be an opportunity to resolve crisis and to decrease damages by dialogue. Nestlé used different crisis response strategies but by not respecting the rules of social media they deepened the crisis. The only breakthrough came, when they stated cooperation with Greenpeace and Forest Trust and started a dialog about the…

    Nestlé’s crisis case is an example for the fact that companies are more vulnerable in crisis situations because of social media. On the other hand, the use of social media can be an opportunity to resolve crisis and to decrease damages by dialogue. Nestlé used different crisis response strategies but by not respecting the rules of social media they deepened the crisis. The only breakthrough came, when they stated cooperation with Greenpeace and Forest Trust and started a dialog about the crisis.

  • PÖTTYÖS TÚRÓ RUDI’S SUCCESS ON FACEBOOK.

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    Pöttyös has the biggest Facebook fan community in Hungary. Therefore, this company’s Facebook presence is a good case to examine. Pöttyös has managed to create a Facebook community with almost five hundred-thousand people. The real quest from now on is to retain these people and to start an engagement and a long lasting relationship with this community.
    The company should pay attention on the two-way symmetric communication. Applying this model of communication can help the company to…

    Pöttyös has the biggest Facebook fan community in Hungary. Therefore, this company’s Facebook presence is a good case to examine. Pöttyös has managed to create a Facebook community with almost five hundred-thousand people. The real quest from now on is to retain these people and to start an engagement and a long lasting relationship with this community.
    The company should pay attention on the two-way symmetric communication. Applying this model of communication can help the company to create a strong community around the brand.

Sprachen

  • English

    Verhandlungssicher

  • Hungarian

    Muttersprache oder zweisprachig

  • Danish

    Gute Kenntnisse

  • German

    Grundkenntnisse

  • Romanian

    Gute Kenntnisse

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