INNOVATIVE MARKETING OF STARTUPS IN THE SMALL BUSINESS SEGMENT: UKRAINIAN AND GLOBAL EXPERIENCE
DOI:
https://doi.org/10.30890/2567-5273.2025-39-03-070Keywords:
innovative marketing, startups, small business, digital technologies, UkraineAbstract
The article focuses on exploring the specifics of innovative marketing in startups within the small business sector, with particular attention to the Ukrainian context compared to global practices. The purpose of the article is to analyze the distinctiveMetrics
References
Bohachova A., Zakorko Y. Online marketing for small businesses. Economics. Finances. Law, 2023, №5, 21–23. DOI: https://doi.org/10.37634/efp.2023.5.4
Global Startup Ecosystem Report 2023 Showcases Top-Ranked Ecosystems, Key Trends, and $7.6 Trillion in Global Startup Economy Value Creation. accessnewswire.com, 2023. URL: https://www.accessnewswire.com/newsroom/en/government/global-startup-ecosystem-report-2023-showcases-top-ranked-ecosystems-key-trends-and-7.6-t-761006
Golysheva Y.O. Innovative marketing tools to improve the competitiveness of agricultural enterprises. Economics and Society, 2021, №32. DOI: https://doi.org/10.32782/2524-0072/2021-32-76
Haustov M.M. Startups: creation and scaling: monograph. Kharkiv: FOP Liburkina L.M., 2023. 224 p. URL: https://ndc-ipr.org/media/publications/files/Mono_Startups_aWK106u.pdf
How are startups developing in Ukraine during the war? gradus.app, 2025. URL: https://gradus.app/uk/open-reports/ukrainian-startups-feel-more-optimistic-compared-traditional-businesses/
Innovative strategies and challenges of modern marketing in the context of global technological changes and digitalization of economic processes: materials of the International Scientific and Practical Conference (April 10, 2025) / edited by B. Semak, N. Basiy, O. Vovchanska. Lviv: LTEU, 2025. 224 p.
Kotler P. Marketing 4.0: Moving from Traditional to Digital. Wiley, 2017. URL: https://www.drnishikantjha.com/booksCollection/Marketing%204.0_%20
Moving%20from%20Traditional%20to%20Digital%20(%20PDFDrive%20).pdf
Melnyk T., Nesenyuk A. The total value of all Ukrainian startups is €23.3 billion – €4 billion less than in 2021. Forbes, 2023. URL: https://forbes.ua/news/sukupna-vartist-usikh-ukrainskikh-startapiv-233-mlrd-tse-na-4-mlrd-menshe-nizh-u-2021-rotsi-14122023-17912
Morris M., Schindehutte M., LaForge R. Entrepreneurial marketing: A construct for integrating emerging entrepreneurship and marketing perspectives. Journal of Marketing Theory & Practice, 2002, №10, 19–34. DOI: https://doi.org/10.1080/10696679.2002.11501922
Mugrauer A., Pers J. Marketing managers in the age of AI: A multiple-case study of B2C firms. Master’s thesis in Business Administration, 15 Credits, Spring 2019. URL: https://www.diva-portal.org/smash/get/diva2:1333578/FULLTEXT01.pdf
Nesenyuk A. Technology sector returns to 2021 level – AVentures Capital. How much investment Ukrainian startups attracted. Forbes, 2025. URL: https://forbes.ua/news/tekhnologichniy-sektor-povertaetsya-na-riven-2021-go-aventures-capital-skilki-investitsiy-zaluchili-ukrainski-startapi-03032025-27673
Shvydanenko H.O., Kyryliuk O.V. Current trends in the development of innovative entrepreneurship in Ukraine. URL: https://ir.kneu.edu.ua/server/api/core
/bitstreams/70b9b23f-6cba-4a5d-be5f-fa145609ff7d/content
The Global Startup Ecosystem Report 2025. startupgenome.com, 2025. URL: https://startupgenome.com/contents/report/gser-2025_4786.pdf
Verbitska A.V., Babachenko L.V., Lysenko I.V. The role of social networks in inbound marketing strategy for startups. Academic Visions, 2023, №17. DOI: http://dx.doi.org/10.5281/zenodo.7759265
Yan K., Ratchatakulpat T., Taiwan A. The role of social media in digital marketing: Impacts, strategies, and future research directions. Business and Social Sciences Conference Proceedings, 2025, №1, 48–57. DOI: https://doi.org/10.71222/1d62a074
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Authors
This work is licensed under a Creative Commons Attribution 4.0 International License.
