University of Twente Student Theses
Building Trust to Boost Trade : Strategies for Enhancing Credibility in B2B Startups
Knollema, Steyn Lucas (2024) Building Trust to Boost Trade : Strategies for Enhancing Credibility in B2B Startups.
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| Abstract: | Customer acquisition is a crucial aspect of the success of startups, particularly in the Business-to-Business (B2B) sector where credibility plays a significant role in acquiring new customers. This thesis investigates how B2B startups can enhance their credibility to improve customer acquisition during their initial phase. Using Keskin & Romme’s design theory and the CIMO framework, this study explores and applies various credibility-enhancing strategies through literature review, interviews, best practices, and analysis of online articles. Key strategies include consistent communication, strategic partnerships, customer testimonials, content generation, and active networking. These strategies were applied and evaluated in the case of a B2B startup founded by students from the University of Twente. The findings highlight the importance of credibility in overcoming challenges associated with newness and small size and provide a framework for startups to build and maintain their credibility. The study concludes with recommendations for future research to further validate these strategies and assess their long-term impact. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/100264 |
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