Digitalization in startups: A double-edged sword?

The increasing popularity of digital tools in the business world, particularly among young firms, has inspired this bachelor's thesis to investigate their impact on the internal organization and outcomes of startup companies.

This research involved a literature review and eight semi-structured interviews conducted with startup founders and managers to gather relevant data. The interviews were recorded, transcribed, and analyzed using MAXQDA.

The findings of this study indicate that digital tools have both positive and negative effects on startup companies. However, the positive impacts were found to outweigh the negative ones. Given the limited resources and financial sensitivity typically associated with startups, it is crucial for these companies to adopt suitable digital tools that align with their specific business needs. Furthermore, startup companies often employ individuals who possess the necessary knowledge and skills to effectively utilize digital tools, which is in line with their organizational culture that corresponds to the digital world.

The investment in these digital tools is undeniably worthwhile, as expressed by startup founders. Based on their practices and existing literature on the use of digital tools, recommendations have been formulated to help startup companies derive maximum benefit from digitalization. By following these recommendations, startups can effectively leverage digital tools to enhance their organizational performance and achieve their desired outcomes.

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