Marketing strategy for crossing the chasm for a high-tech start-up

Abstract

The purpose of the study is to substantiate the theoretical and applied foundations for developing a marketing strategy for the entry of high-tech start-ups into major markets. Within this objective, the focus is on the specifics of managing the life cycle of radical innovative projects. Research methods include a systematic analysis of scientific literature on strategic marketing in innovative product markets and the commercialization of high-tech projects, comparative analysis of the specific gaps in the life cycle of start-ups with varying levels of technological readiness, logical-structural analysis of the specifics of high-tech start-ups as an innovative market phenomenon, and the generalization of theoretical and practical approaches to developing marketing strategies for high-tech start-ups to overcome barriers during the scaling and growth stages. Based on the research results, political objectives regarding the development of high-tech start-ups in Ukraine are examined. The differences between start-ups based on their technological level and their impact on market development are clarified, and the existence of a threat of major gaps (chasms) in the life cycle of high-tech start-ups is confirmed. It has been proven that in an environment of general multidimensional uncertainty, it is advisable to use a "pull" marketing strategy, which allows crossing the chasm and capturing the early majority of the market. Ten core principles have been substantiated that must be considered for the successful implementation of the proposed marketing strategy for a start-up. Ten core principles have been substantiated that must be considered for the successful implementation of the proposed marketing strategy for the start-up. Additionally, the prospects for further research have been identified, particularly the need to refine the marketing strategy for crossing the chasm in specific industry markets.