The paper represents a starting point of a broader research project in strategic start-up communication. The main purpose of this study is to demonstrate the current state of research in this area and to compare those insights with an explorative study on the start-up ecosystem.,A neo-institutional framework is combined with the dual narrative framework of strategic communication and emergence to explain the emergence of strategic communication in this organizational field (start-up ecosystems). Research questions are derived from a systematic literature review and subjected to exploratory testing in two different qualitative surveys, with experts and investors, reflecting an external perspective, and with start-ups themselves.,Results from the literature review and the explorative interviews with expert external actors indicate eight areas in which start-ups face strategic communication challenges: the basic orientation of strategic communication, branding, external image, stakeholder relations, allocation of financial resources, owner centricity, human resources and internal communication. External consultants and funders recommend highly planned approaches like target group-oriented communication, well thought-out positioning with uniform messages and precisely applied communication channels. However, the internal perspective of start-ups presents a contrary picture based on emergent products of strategic communication.,The study indicates the importance of both the emergence in strategic start-up communication and the demonstration of planned strategic communication. Investigating a whole start-up ecosystem in a country regarding the emergence of strategic communication forms, practices and products offers potential for cross-country comparative research.,The findings indicate key challenges of strategic communication of start-ups. Bearing in mind these key challenges when founding a start-up can make a difference in the success of the start-up.,The article presents the first systematic literature review in the area of strategic start-up communication and a theoretical framework for further investigation. Moreover, the results of the explorative study demonstrate the importance of the different forms of planning and emergence in strategic start-up communication. Hence, this paper provides practical implications for practitioners working and investing in the start-up ecosystem.

中文翻译：

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战略性启动沟通中的关键挑战

本文代表了战略性启动交流中更广泛的研究项目的起点。这项研究的主要目的是证明这一领域的研究现状，并将这些见解与对初创生态系统的探索性研究进行比较。新制度框架与战略传播与战略的双重叙述框架相结合。出现以解释该组织领域（新兴生态系统）中战略沟通的出现。研究问题来自系统的文献综述，并经过两次不同的定性调查，经过专家和投资者的考察，从外部的角度出发，并对初创企业本身进行了探索性测试。文献综述的结果以及对专家外部参与者的探索性访谈表明，初创企业面临八个领域的战略沟通挑战：战略沟通的基本方向，品牌，外部形象，利益相关者关系，财务资源分配，所有者中心性，人性化资源和内部沟通。外部顾问和资助者推荐计划周密的方法，例如面向目标群体的交流，周到的定位和统一的消息以及精确应用的交流渠道。然而，基于战略沟通的新兴产品，新兴企业的内部视角却呈现出相反的图景。该研究表明，新兴市场在战略创业交流中的重要性和计划战略沟通的论证都具有重要意义。对一个国家的整个初创生态系统进行研究，探讨其战略交流形式，实践和产品的出现，为跨国比较研究提供了潜力。研究结果表明了初创企业战略交流的关键挑战。牢记创建初创企业时面临的这些关键挑战可以对初创企业的成功产生影响。本文介绍了战略性初创企业沟通领域的首次系统文献综述以及进一步研究的理论框架。此外，探索性研究的结果证明了战略启动沟通中不同形式的计划和出现的重要性。因此，本文为在启动生态系统中工作和投资的从业人员提供了实际的启示。