MARKETING AS A DRIVER OF STARTUP QUALITY AND COMPETITIVENESS
Abstract
This paper examines contemporary scientific and applied approaches to using marketing as a strategic instrument for enhancing the quality and competitiveness of start-ups. It highlights the limitations of traditional, static budgeting models—which fail to reflect the dynamic nature of start-ups—and underscores the need to balance established channels with experimental expenditures and contingency reserves. Based on a synthesis of previous research and critical analysis of practical cases, the study proposes a dynamic model for allocating marketing budgets of Ukrainian start-ups grounded in the “15/5 Rule” and adapted to three development stages (Seed/Pre-seed – 25/5%, Series A – 15/5%, Scale-up – 10/5%). The model combines resources dedicated to quality and stability with funds for innovation while maintaining a constant reserve to respond swiftly to market volatility. Practical recommendations are offered for integrating this model into business plans, financial strategies, and performance monitoring systems, thereby increasing budget transparency, accelerating market entry, and reducing the risk of inefficient spending.
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