A Review on Growth Factors in Digital Start-ups: Digital Marketing, Scaling, Adaptation, Advanced Tech

Abstract

Understanding MRBS (Massive and Rapid Business Scaling) is critical in the context of digital start-ups as it helps maximize the use of limited office space, better manage time, and support effective collaboration. This study aims to explore the concept of MRBS in the context of digital start-ups and identify the factors that drive the phenomenon. The focus of this study is on the significant increase in MRBS driven by recent advances in digitization, despite only about 3% of start-ups ever reaching a market valuation of $1 billion (USD) or more. Using an inductive qualitative research approach through 53 semi-structured interviews with start-up founders, executives, and advisors, this study seeks to fill the gap in previous literature that has not comprehensively explored the drivers of MRBS in the context of digital start-ups. The findings of this study reveal seven core drivers that contribute to the MRBS process, namely access to capital, product innovation, technology adoption, competent team, marketing strategy, networks and partnerships, and scale of operations. In addition, this study also identified several areas of tension that arise in the MRBS process, such as pressure for rapid growth, risk of failure, and challenges in maintaining corporate culture. Other related literature studies also explored the potential impact of extended digital marketing and its influence on the growth of startups. This research develops a macrodynamic framework that describes the drivers of startup growth supported by digital marketing and analyzes the differences in the use of B2B and B2C digital marketing, as well as the impact of new technologies on digital marketing. The results of these two studies are expected to provide researchers and practitioners with valuable insights into the MRBS phenomenon and the potential of digital marketing in supporting startup growth. Thus, this research contributes to understanding how start-ups can achieve large and rapid business scale in today's digital era.