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Decomposing the value proposition of a cloud services company for technological startups
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The CEE region is rich in software developers, which leads to a significant concentration of technological start ups. Cloud Computing providers recognize the importance and potential of these start ups and invest in this region. Therefore, an arising question is: How to market oneself to partner to the greatest number of promising start ups? In this thesis, two studies were conducted to verify the above question. First, the free word association task combined with the affinity index was performed. Second, perceptual maps of start uppers perception were created, mapping Microsoft Azure, AWS, and Google Cloud.
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Marketing Consumer behavior Marketing strategy Marketing research