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Innerhalb der Entrepreneurial Marketing Forschung ist der Ansatz bislang wenig diskutiert, birgt aber gro\u00dfes Potenzial wertsch\u00f6pfende Interaktionen mit Nutzern und Kunden zu generieren, indem fr\u00fchzeitig eine Community aufgebaut wird. Mit dem Community-Led Growth Ansatz k\u00f6nnen insbesondere Herausforderungen von Software-Startups im B2B-Umfeld adressiert werden. Da die Kundenakquise hier besonders langwierig und komplex ist, kann mithilfe einer Community eine kundenzentrierte Produktentwicklung mit vielen direkten Ber\u00fchrungspunkten fokussiert werden. Somit k\u00f6nnen Markteintrittsbarrieren reduziert, Expertise und Kredibilit\u00e4t aufgebaut und erste Kontakte zu potenziellen Kunden oder sp\u00e4teren Vertriebskan\u00e4len und Multiplikatoren gekn\u00fcpft werden. Dieser Artikel liefert einen konzeptionellen Beitrag zu Community-Led Growth und reflektiert, wie die Dynamik von Communities entlang der Customer Journey Wert f\u00fcr Unternehmen wie z.\u202fB. geringere Servicekosten oder eine st\u00e4rkere Produktaffinit\u00e4t und daraus resultierend eine st\u00e4rkere Kundenzufriedenheit und -bindung schaffen kann. Basierend auf dem <jats:italic>Orbit Model<\/jats:italic> und dem <jats:italic>Community Grid<\/jats:italic> wird zun\u00e4chst aufgezeigt, wie Community-Mitglieder segmentiert werden k\u00f6nnen und wer zum initialen Kern einer Community geh\u00f6rt. Ein Vergleich von drei Modellen zum Aufbau von Communities (<jats:italic>Community Canvas, Community-Led Growth Model<\/jats:italic> und <jats:italic>Community Experience<\/jats:italic>) zeigt auf, welche internen und externen Voraussetzungen f\u00fcr den Aufbau einer Community notwendig sind. Abschlie\u00dfend werden auf Basis einer Minimum Viable Community Canvas Handlungsempfehlungen f\u00fcr Software-Startups abgeleitet und ein erweitertes Framework mit iterativen und zielorientierten Komponenten skizziert.<\/jats:p>","DOI":"10.1365\/s40702-024-01076-1","type":"journal-article","created":{"date-parts":[[2024,6,11]],"date-time":"2024-06-11T07:01:59Z","timestamp":1718089319000},"page":"652-673","update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":2,"title":["Community-Led Growth als Markteintrittsstrategie f\u00fcr Software-Startups im B2B-Umfeld","Community-led growth as a market entry strategy for software start-ups in the B2B environment"],"prefix":"10.1365","volume":"61","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-9973-0841","authenticated-orcid":false,"given":"Ramona","family":"Grimm","sequence":"first","affiliation":[]},{"given":"Carolin","family":"Durst","sequence":"additional","affiliation":[]}],"member":"93","published-online":{"date-parts":[[2024,6,11]]},"reference":[{"key":"1076_CR1","unstructured":"Ahuja K, Hampshire F, Harper A, Morgan A, Moulton J (2022) A better way to build a brand: The community flywheel. 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