Template-Type: ReDIF-Article 1.0
Author-Name: Sophie Wiesinger
Author-Name-First: Sophie
Author-Name-Last: Wiesinger
Author-Email: sophie.wiesinger@hotmail.com
Author-Workplace-Name: Upper Austria University of Applied Sciences, Steyr, Austria
Author-Name: Alexandra Fratrič
Author-Name-First: Alexandra
Author-Name-Last: Fratrič
Author-Email: alexandra.fratric@fh-steyr.at
Author-Workplace-Name: Upper Austria University of Applied Sciences, Steyr, Austria
Author-Name: Margarethe Überwimmer
Author-Name-First: Margarethe
Author-Name-Last: Überwimmer
Author-Email: margarethe.ueberwimmer@fh-steyr.at
Author-Workplace-Name: Upper Austria University of Applied Sciences, Steyr, Austria
Title: Assessing stakeholders’ needs and expectations: A business transfer matchmaking-platform from a marketing perspective
Abstract: Even though almost half a million companies in Europe are transferred every year, only 30% of family-owned businesses manage to complete this process successfully. Therefore, a matchmaking platform to facilitate national and transnational business succession was developed as a part of the Interreg ENTER-transfer project (Interreg Central Europe, CE 1158). In this article, the authors present the platform, its planned functionalities, as well as feedback which was collected from future users and public authorities (i.e. future “customers”). To ensure maximal functionality of the platform and the fulfillment of stakeholder needs, which are prerequisites of a successful go-to-market and high future user frequency, qualitative interviews with public authorities and an additional 23 interviews with potential users from Austria, Croatia, Czech Republic, Slovakia, and Poland were conducted. Based on the data collected, the authors identified the prerequisites, motivations, essential infrastructure, cooperation possibilities, problematic elements, and specific consulting requirements necessary to develop and implement successful business ownership transfer. The analysis of the information gathered during the interviews as well as practical implications stemming from the data and its effect on the platform development and marketing will be presented in this article.
Classification-JEL: G34, M31
Keywords: business transfer, matchmaking platform, Interreg Central Europe, stakeholders’ expectations
Journal: Marketing Science & Inspirations
Pages: 27-33
Volume: 16
Issue: 1
Year: 2021
File-URL: https://msijournal.com/assessing-stakeholders-needs-expectations/
Handle: RePEc:cub:journm:v:16:y:2021:i:1:p:27-33