Building a Communication Strategy in Light of the Entrepreneurial Mindset of Algerian Scale-Up Startups: Yassir Digital Services Company as a Model
Ziad Chaibeddra
Abstract. This field study explores the methodological and practical elements of building an effective communication strategy based on the entrepreneurial vision of Algerian startup founders and managers. This falls under the concept of entrepreneurial communication, defined as the entrepreneur’s ability to compellingly formulate and execute a strategic vision for their startup. To achieve this, we adopted a qualitative case study approach, conducting in depth interviews with the communications responsible; and the CEO of the digital services company Yassir as a purposive sample. The findings reveal a high awareness of the need to institutionalize communication planning, as a crucial factor for ensuring sustainable growth and leadership. Furthermore, there is a strong integration between flexible, innovation driven entrepreneurial thought and the formulation of regional, and international communication localization strategies. This approach focuses on adapting messages and branding to the local cultures of new markets, prioritizing digital communicative interaction over traditional promotional tactics for services and competitive offers.
Keywords: communication strategy, strategic communication planning, communication plan, entrepreneurial eommunication, entrepreneurial eindset, entrepreneurship