Article: Developing a marketing strategy for a startup project Journal: International Journal of Technology Marketing (IJTMKT) 2026 Vol.20 No.2 pp.150 - 174 Abstract: This study focuses on the specifics of the marketing strategy when designing a startup. The study conducted a bibliometric review of scientific papers (n = 861) in the Scopus scientometric database on startup marketing. This analysis allowed us to identify marketing hypotheses for a startup project: brand awareness, customer acquisition, creation of unique selling proposals, and formation of a marketing strategy for the enterprise. The changes and trends in startup marketing are substantiated based on the visualisation map for the keyword 'marketing AND startup' and scientific clusters such as marketing mix, entrepreneurship, digital marketing, business management, media, crowdfunding. Each of the six scientific clusters influences the formation of the key marketing tasks of a startup project, which are reflected in the Hoshin Kanri strategic model. The proposed model allows you to see the key elements of work organisation, possible channels of startup promotion, and to anticipate the risks that affect the marketing management of a startup project. The model also provides for the necessary resources to implement innovations and attract investment. The findings of the study can be used when organising a startup, regardless of the idea or industry, and the Hoshin Kanri model is a scientific novelty of the study. Inderscience Publishers - linking academia, business and industry through research

Title: Developing a marketing strategy for a startup project

Authors: Yuliia Biliavska; Andrii Tryvailo

Addresses: Department of Management, Faculty of Economics, Management and Psychology, State University of Trade and Economics, Kyoto str., 19, Kyiv, 02156, Ukraine ' Department of Industrial Marketing, Faculty of Management and Marketing, Igor Sikorsky Kyiv Polytechnic Institute, National Technical University of Ukraine, Prospect Beresteiskyi, 37, Kyiv, 03056, Ukraine

Abstract: This study focuses on the specifics of the marketing strategy when designing a startup. The study conducted a bibliometric review of scientific papers (n = 861) in the Scopus scientometric database on startup marketing. This analysis allowed us to identify marketing hypotheses for a startup project: brand awareness, customer acquisition, creation of unique selling proposals, and formation of a marketing strategy for the enterprise. The changes and trends in startup marketing are substantiated based on the visualisation map for the keyword 'marketing AND startup' and scientific clusters such as marketing mix, entrepreneurship, digital marketing, business management, media, crowdfunding. Each of the six scientific clusters influences the formation of the key marketing tasks of a startup project, which are reflected in the Hoshin Kanri strategic model. The proposed model allows you to see the key elements of work organisation, possible channels of startup promotion, and to anticipate the risks that affect the marketing management of a startup project. The model also provides for the necessary resources to implement innovations and attract investment. The findings of the study can be used when organising a startup, regardless of the idea or industry, and the Hoshin Kanri model is a scientific novelty of the study.

Keywords: bibliometric review; Hoshin Kanri model; risk; brand; marketing; personnel.

DOI: 10.1504/IJTMKT.2026.153421

International Journal of Technology Marketing, 2026 Vol.20 No.2, pp.150 - 174

Received: 13 Jun 2025
Accepted: 05 Oct 2025
Published online: 07 May 2026 *

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Title: Developing a marketing strategy for a startup project

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