IMPACT OF MARKETING BUDGET ALLOCATION ON FINANCIAL PERFORMANCE OF STARTUPS
DOI:
https://doi.org/10.29121/shodhkosh.v5.i6.2024.5761Keywords:
Startup Performance, Budgeting Techniques, Digital Marketing, Financial Management, Business Intelligence, Strategic PlanningAbstract [English]
The research examines the multi-faceted determinants of the financial performance and viability of startup firms, specifically addressing budgeting methods, online marketing strategies, and financial management. Based on 24 varied sources of scholarship, the study emphasizes the importance of lean and responsive budgeting principles in countering financial risks, particularly during economic uncertainties. It emphasizes growing dependence on digital marketing and data-driven analytics to maximize market involvement and enhance Return on Marketing Investment (ROMI). Literature further shows the pivotal function of strategic financial planning, literacy, and business intelligence systems to improve profitability, operating performance, and decision-making. Empirical findings show that the alignment of budgeting control, project management, and digital technologies has a direct influence on startup valuation, growth, and resilience in changing business environments. Moreover, cross-regional case studies—covering regions such as Southeast Asia, North America, and South America—offer contextual perspectives on financial challenges and innovations in startup ecosystems. This review serves as a foundational reference for entrepreneurs, financial planners, and policy-makers seeking to enhance startup success through informed resource allocation, strategic marketing, and performance metrics integration.
References
Celestin, M. (2017). The role of budgeting in startups: How early-stage companies can use lean budgeting techniques to optimize cash flow and minimize financial risks. Brainae Journal of Business, Sciences and Technology (BJBST), 1(19), 661-672.
Joglekar, N. R., & Levesque, M. (2009). Marketing, R&D, and startup valuation. IEEE Transactions on Engineering Management, 56(2), 229-242. DOI: https://doi.org/10.1109/TEM.2008.927827
Sahu¹, S., Kshatriya, S., & Jha¹, S. N. (2024). Impact of Digital Marketing Strategies on the Performance of Startups. DOI: https://doi.org/10.2991/978-94-6463-612-3_15
Pavlatos, O., & Kostakis, H. (2021). Budgeting in start-up companies: European survey-based evidence. In Advances in Management Accounting (pp. 97-125). Emerald Publishing Limited. DOI: https://doi.org/10.1108/S1474-787120210000033004
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Copyright (c) 2024 Dr. Aakanchha rathore
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