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Building Trust in Startup Communication
Marius Born
2024
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This open access book explores the intriguing narrative of Nikola Corporation's startup journey in this insightful case study, examining its rapid ascent and subsequent decline from both a narrative and argumentative perspective. Founded by Trevor Milton, Nikola initially garnered investor interest with promises of a cleaner, sustainable alternative to diesel trucks. However, the company's surge in valuation was short-lived, as accusations from a short seller triggered a trust crisis, exposing alleged deception and raising doubts about the company's technology claims. This case study particularly focuses on the nuances of startup communication, emphasizing the critical importance of effective and trustworthy strategic communication for emerging tech ventures. It provides an in-depth look at the methods and tools necessary for startups to navigate initial skepticism and data limitations without exposing themselves to potential crises. Key insights include crafting compelling startup stories while maintaining trustworthiness, meeting investor information needs in an argumentatively convincing structure, recognizing the risks of blind faith in charismatic founders, and implementing internal checks and balances to safeguard against deception. Nikola's story serves as a cautionary tale, offering valuable lessons for entrepreneurs, investors, and scholars alike. This comprehensive examination sheds light on the challenges faced by startups dependent on emerging technologies and ambitious promises, making it an indispensable addition to the reading list of entrepreneurs.
This book is included in DOAB.
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Keywords
- Argumentation in corporate communication
- Corporate reputation analysis
- Crisis prevention in business
- Hindenburg report analysis
- Narrative theories
- Nikola Corporation case study
- Nikola Corporation's rise and fall
- Persuasive intention transparency
- Storytelling in business
- thema EDItEUR::G Reference, Information and Interdisciplinary subjects::GT Interdisciplinary studies::GTC Communication studies
- thema EDItEUR::J Society and Social Sciences::JB Society and culture: general::JBC Cultural and media studies::JBCT Media studies
- thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJH Entrepreneurship / Start-ups
- thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJP Business communication and presentation
- Trevor Milton's entrepreneurial story
Links
DOI: 10.1007/978-3-031-63284-6Editions