As a result of the large number of users on social media, brands need to rethink, adapt and search for new marketing opportunities. One of the fast-growing strategies applied by brands as a result of the shift is influencer marketing. For those brands who want to introduce influencer marketing in their digital strategy, strategic planning is of great importance to reach the right target group. Specifically, the challenges are relevant for start-ups that tend to lack both capital and experience regarding the strategy. Therefore the following study was carried out with the aim of increasing understanding of how strat-ups work with influencer marketing, influencer marketing as a marketing strategy and to highlight the possibilities with the strategy. Based on a qualitative method, semi-structured interviews were conducted where start-ups registered in 2018 or onward acted as informants. It was clarified that a strategic process often fails when a start-up company applies influencer marketing in its digital strategy. Despite this, the informants for the studies state that the strategy went with a successful result and further formed the basis for strong brand building. / Som resultat av den stora mängden användare på sociala medier har varumärken behövt tänka om, anpassa sig och se nya marknadsföringsmöjligheter. En av de snabbt växande strategierna som tillämpats av varumärken till följd av skiftet är influencermarknadsföring. För de varumärken som vill införa influencermarknadsföring i sin digitala strategi är strategisk planering av stor vikt för att träffa rätt målgrupp. Specifikt är utmaningarna aktuella för uppstartsbolag som saknar både kapital samt erfarenhet gällande strategin. Följande studie utfördes därför med syfte att öka förståelse för hur uppstartsbolag arbetar med influencermarknadsföring, influencermarknadsföring som marknadsföringsstrategi samt att belysa möjligheterna med strategin. Utifrån en kvalitativ metod har semistrukturerade intervjuer genomförts där uppstartsbolag registrerade senast år 2018 agerat informanter. Det tydliggjordes att en strategisk process ofta uteblir då ett uppstartsbolag tillämpar influencermarknadsföring i sin digitala strategi. Trots det uppger infomanterna för studien att strategin gått med lyckat resultat och vidare stått till grund för ett starkt varumärkesbyggande.

European Union (EU) healthcare systems are under financial and pandemic related pressure and will face further challenges not only due to a lack of medical workers and an ageing population. Technical innovation is seen as one of the ways to diffuse this ticking time bomb. Where innovation initiatives on corporate and governmental levels have in part failed, startups have the chance to be a grass-roots source for healthcare innovation in the future. This thesis explores the landscape of EU-based high performing healthcare startups. I try to answer the question: What types of EU-based healthcare startups are successful?In this thesis academic literature is examined for appropriate information on EU healthcare and healthcare innovation. Additionally, Crunchbase was utilized to identify one hundred high performing healthcare startups. Based on available academic literature I propose a new categorisation framework for healthcare innovation and use this framework to analyse the sample of one hundred high performing EU-based healthcare startups. The Crunchbase rank and funding amount were additionally used to quantitively analyse the sample.The results indicate that successful innovators in healthcare software mainly target consumers potentially due to lower entry barriers. Additionally, I find data supporting previous notions that pharmaceuticals use startups to outsource R&D activities. This coincides with relatively vast amounts of funding for some of these startups. Software innovations targeting medical care providers also see relatively high funding amounts potentially due to higher entry barriers. This research provides a better understanding of the landscape of high performing healthcare startups in the EU. Researchers and practitioners may use the new healthcare innovation categorization framework when analysing healthcare startups. Additionally, this work provides helpful insights on the stakeholders in healthcare, the state of healthcare innovation in the EU, and the landscape of innovative healthcare startups especially regarding funding.

The research adds to current management control system and textile and fashion management literature by developing a MCS framework which is specially targeting startups within the textile and fashion industry in order to implement and scale sustainability initiatives. The framework provides potential to impact and facilitate managers to foster sustainable development. Given the lack of research and the resulting lack of knowledge and understanding of sustainable development from a managerial perspective in the textile and fashion context, this research adds knowledge by examining fashion startups which find themselves at the development phase of MCSs.

Swedish micro-businesses are encouraged by the government to internationalise and participate in entrepreneurial ecosystems. Yet research on how they should be supported while doing so is thin. Current research on entrepreneurial ecosystems shows that value co-creation breads sustainability, and increased attention is given to intermediary organisations. While scholars stress aligned expectations as key to value co-creation, intermediaries today are basing their actions on what they think businesses need and expect. This study challenges that logic. This study focused on the entrepreneurial ecosystem of New York, specifically looking at Swedish technology startups, intermediaries and investors. Trough semi-structured interviews the study sought to understand how congruent startups’ and intermediaries’ perceptions of challenges during business establishment in NYC are, and also, how they could be aligned. The study employed the framework of Gioia et al. (2012) when distilling challenges from the interviews. The results show congruence in some identified challenges, with a key difference in their temporal approaches. The intermediaries primarily focused on instrumental challenges and initial barriers-to-entry, while the startups (and investors) in higher regard focused on open-ended challenges related to relationships and legitimacy. This was considered proof of intermediaries employing an outdated theoretical perspective on their role as an instrumental broker. The study thus concluded by suggesting an alternative perspective, emphasizing dynamic and situation-based support. / Svenska mikro-företag uppmanas av regeringen att internationalisera tidigt och delta i entreprenöriella ekosystem. Mängden forskning på hur de bäst bör stödjas i detta är dock blygsam. Samtida studier på entrepreöriella ekosystem visar hur kollektivt värdeskapande (eng: value co-creation) föder långsiktig hållbarhet, och uppmärksamhet riktas allt mer åt intermediära organisationer. Även om forskare menar att kongruenta förväntningar är en nyckel till kollektivt värdeskapande baserar intermediärer idag ofta sina handlingar och stöd på vad de tror att företag behöver och förväntar sig. Denna studie utmanar den logiken. Studien fokuserade på New Yorks entreprenöriella ekosystem och undersökte svenska högteknologiska startupbolag, intermediärer och investerare. Genom semi-strukturerade intervjuer sökte studien lära hur kongruenta startups och intermediärer är i sina uppfattningar av utmaningar vid företagsetablering i New York, samt hur dessa kan göras mer samstämmiga för att föda långsiktigt hållbara stödfunktioner Studien nyttjade ett ramverk av Gioia et al. (2012) i destillationen av utmaningar från intervjuerna. Resultaten visar kongruens i vissa identifierade utmaningar, med en tongivande skillnad i dess tidsmässiga förhållningssätt. Intermedärerna fokuserade primärt på instrumentella utmaningar och initiala inträdesbarriärer, medan startups (och investerare) i högre utsträckning fokuserade på mindre tidsbegränsade utmaningar som t.ex. relationer och legitimitet. Detta ansågs vara bevis på hur intermediärer brukar ett daterat teoretiskt perspektiv på sin egen roll som instrumentella mäklare. Studien sammanfattade därför slutligen att ett nytt, mer dynamiskt och situationsbaserat perspektiv på intermediärer och stöd bör välkomnas.

Den här studien diskuterar metoder som startups kan använda sig av vid förvärvande av nya användare för sina produkter eller tjänster. Studien utgörs av en fallstudie baserat på en startups perspektiv och jämför denna med andra verksamheter. Då många startups är under framväxt söker de kostnadseffektivametoder för att få sin verksamhet att växa. Företag som Airbnb och Facebook använde "growth-hacking" under sina inledande faser då de saknade resurser. Många bloggar har skrivit om fenomenet, men det saknas ännu vetenskaplig forskning kring vad som är nödvändigt att utföra och ta hänsyn till. Den här studien ämnar bidra med insikter som saknas rörande förvärvande av användare. Under sex veckor testades flera olika strategier på Locallife. Dessa strategier har sedan tidigare varit beprövade av andra företag. Insamlad data blev analyserad och använd för optimering. Growth-hacking-strategier blev utförda på Facebook för att identifiera vilka metoder som åstadkom tillväxt av användare. Resultaten visade att kalendrar på sociala medier knappt ledde till några konverteringar: efter tre veckor av utförande och observation var antalet nya användare inte tillfredsställande. Däremot var lokalt anpassat marknadsföringsinnehåll effektivt och gav tillfredsställande resultat. Innehåll som användare kan relatera till är mer sannolikt att attrahera användarens uppmärksamhet än generell information om produkten eller tjänsten. Dessutom är den inte enbart kampanjens ton som påverkar åhörare: sättet att uttrycka sig på för att uppmana personer till handling påverkar individers beslut om att ansluta sig till produkten eller tjänsten. Dessa resultat är betydelsefulla då de erbjuder nybörjare och företag ett perspektiv på vilka frågor och problem som måste tas hänsyn till när de avser att utöka antalet användare. Dessutom, trots att många metoder är diskuterade i bloggar är det ytterst få som förklarar vilka justeringar som genomfördes för att nå ett specifikt resultat. Detta har fått det att framstå som att höga resultat har åstadkommits omedelbart. Den här studien ämnar utforska konceptet growth-hacking och framhäva ansträngningarna som krävs för att en startup ska nå hållbar tillväxt. / This study discusses several methods that startups can use to acquire new users for their product or service, from the perspective of a startup that forms the case study of this research and in comparison to other companies. As many startups are currently emerging, they seek cost-efficient ways for their company to grow. Companies such as Airbnb and Facebook used growth hacking when they started and lacked sufficient resources. Many blogs have been written about this phenomenon, but there is a lack of scientific research examining what needs to be done or considered. This research aims to contribute to filling that gap in relation to user acquisition. For six weeks, several strategies adopted by companies were tested at Locallife to determine which ones worked. The collected data were analysed and used for optimisations. Growth-hacking practices were performed on Facebook to identify which hacks lead to growth. The results show that the social media content calendar barely led to any conversions: after three weeks of execution and observation, the number of people that onboarded was unsatisfactory. However, local targeting content yielded satisfying results. Content with which the user can associate is more likely to attract the user's attention than general information about the product or service. Further, not only the tone of the campaign makes a difference for the audience; also the call to action influences people’s decision to onboard and the performance of the product or service. These findings are significant because they offer beginners and companies a perspective on which issues to consider when they decide to growth hack. Also, while many methods are discussed in blogs, only a few explain which adjustments were made before reaching a particular result, making it seem as if everything happened in one go. This research aims to explore the concept and show the efforts that need to be made for a startup to reach sustainable growth.

In the last decades, the technology in ICT sector has advanced significantly. Rapid improvement of Internet services and virtualization techniques have caused the birth of a handful of computing paradigms, including the cloud computing. There are a number of major global cloud service providers that offers various cloud services to individual and companies. Consequently, there are increasing numbers of companies that are moving to the cloud leading to proliferation of cloud computing market. This thesis explores the impact of cloud computing towards early stage startups in terms of usage, benefit, competitive advantage, and dependency in order to be sustainable in the focus of a specific country: Sweden. Stockholm has become one of the top tech startup scenes in Europe and has given birth to a great deal of startups, some of the internationally recognized ones including Spotify, Klarna, and King while there are other ones that have a potential to catch up with them. In order to give an insight about what the impacts of cloud computing towards the early stage startups, three Stockholm-based early stage startups from 3 different field of business were interviewed. To ensure the anonymity of the startups, the companies are referred to The Healthy Company, a startup that sells healthy food through pop-up bicycle; The Invest Company, a startup that develops mobile application to connect startups and investors; and The Learning Company, a startup that summarizes business books that take 8 hours to finish into just half an hour. Based on the findings of this study, there are several characteristics that are similar in all 3 startups regardless of their field of business.

The creator economy is a growing phenomenon in business, entrepreneurship and the global economy. This thesis seeks to explore the identity of content creators and the format of creator accelerator programs to help understand the growing phenomenon of the creator economy. In comparing the two ecosystems of content creators and entrepreneurs we can begin to understand the effects and implications. The thesis also aims to understand the similarities between upcoming content creator accelerator programs and mature startup accelerator programs. Through qualitative methods, primary sources are collected to compare content creators to entrepreneurs and creator accelerator programs to startup accelerator programs. By reviewing one hundred eighty-two (182) content creators and four hundred and three (403) entrepreneurs, the results are divided into three categories; the top roles identified, the number of times the role appeared in the group, and the percentage of roles based on the total number of people. The primary difference between content creators and entrepreneurs is content creators focus on the content produced, whereas the entrepreneur focuses on the organization, product or services. In exploring similarities between the two types of accelerator programs four categories emerge in organizing the program information: length of the program, goals, mentorship or networking opportunities, and funding. This paves the way in understanding the growing creator economy phenomenon by finding overlap amongst content creators and traditional entrepreneurs alongside accelerator programs.

Artificial Intelligence has recently attracted attention due to its rapid advancement in various industries such as the healthcare and finance industry. The intersection between AI and entrepreneurship is still being studied, and this study explores the impact of AI-tools on startups, with a focus on Swedish startups. The study explores the utilization of AI- tools to optimize their operations or capture new opportunities. It also examines their alignment to The Lean Startup Development, designed to help entrepreneurs to navigate through challenges they face when launching a product or a service. The primary contribution is of qualitative nature, using semi-structured interviews with individuals from startups implementing AI-technologies. Interpretation of the data is done through thematic analysis, which involves identifying themes and core categories.  The startups use the AI-tools for strategic internal planning and operations. The findings suggest that the AI- tools are commonly used to minimize costs, automate certain tasks, saving time to focus more on complex tasks and thereby enhancing efficiency which gradually leads to strengthened competitiveness. Interestingly, the participating startups show a consideration for ethical risks making more careful decisions on the information provided by the AI-tools.

The importance of entrepreneurship for economic growth and development is a well-known factor in the world. In which high technology startup firms are playing an important role in introducing innovative and advanced technologies. However, due to inherent difficulties in nature, they face major challenges such as acquiring sufficient investments. Especially for high-tech startups founded and located in non-main cities facing the issue compared to main cities. As a result, the firms tend to move out from the non-main city or region to main cities or abroad seeking investments.  Such trends directly affect negatively in the regional economic development goals and plans. Therefore, the purpose of this study is to address such tendencies by focusing on the Luleå city in Northern Sweden, investigating the ways of attracting local and global investors through social networks, for high technology startup firms in non-main cities, and identify the possibility of use digitalization to support to overcome the geographical distances to retain them within the region.  This empirical study is exploratory in nature and used qualitative methodology with an inductive research approach. In order to collect the data, the research performed expert interviews by interviewing top management in high-tech startups, incubators, and science parks in two cities (i.e. Luleå and Stockholm) from two regions in Sweden. To perform in-depth semi-structured interviews, an interview guide was used and analyzed the gathered data using the pattern matching method.  As the findings of this study, selected social networks for this study; multilevel and multiplex networks are modified, and presented in the context of high-tech startup ecosystems to attract and expand the investor networks out of geographical boundaries. The use of such networks is based on the amount of investment required, purpose, and aim of the high-tech startup firm. A six steps model has been introduced to Incubators to assist their high-tech startups through investor attractions. Further, the study has identified, to a certain level digital tools are useful to minimize geographical distances but physical meetings are to move forward and continue with strong relationships as physical meetings are non-replaceable with any other modes.  Suggestions and recommendations were provided mainly to high-tech startups, incubators, and science parks in Luleå as well as some recommendations for the Luleå kommun or Norrbotten region. These recommendations were provided focusing on Luleå but could also be used by the same high-tech startup business ecosystem players in other non-main cities in the world where necessary to expand their networks to assist high-tech startup companies to achieve regional development. Finally, managerial implications and theoretical implications have been presented at the end of the study.

Four of the five acknowledged universal core problems, based on Clement and Puranam’s (2020) theory, that organizations try to solve upon designing their organizational structure are (1) task division; (2) task allocation; (3) provision of information; (4) provision of rewards. These formed the analytical model for a study about how IT startups could design their organizational structure in their transition phase. The conclusion is that IT startups in their transition phase could benefit from having an organization structure with selective horizontal and vertical decentralization that enables clarity, transparency, and autonomy. An organizational structure with such decentralization uses mutual adjustment as the coordination mechanism, which is best suited for organizations with complex and dynamic environments such as IT startups in their transition phase. The purpose of this paper is to provide IT startups with insights on how they could design their organizational structure as they scale up in their transition phase.