OPEN COMMUNICATION IN STARTUPS LEADED BY WOMEN. COMPETITIVE STRATEGIES FOR DIFFERENTIATION AND INNOVATION SEJ628

Description

This research group aims to provide a better understanding of the situation and the degree of maturity of communication in startups in Andalusia. With special attention to the management of their relationship with their stakeholders, their presence in the media and in the digital environment. It delves into the value that these emerging companies, marked by innovation, give to communication as identifiers of their personality and their corporate image; the communication strategies they implement and the role played by social media in the strategies of these organizations. The general objective of this group is to analyze the role of communication as an essential element throughout the startup creation process, from a gender perspective. To study their behavior, purposes, openness to t