Conditions of One-Way and Two-Way Approaches in Strategic Start-Up Communication: A Qualitative Comparative Analysis (QCA)

This study aims to analyze what leads to particular communication practices in start-ups. We propose a connection between the entrepreneurial decision-making logics causation and effectuation and strategic communication. To reveal different configurations of conditions that lead to one-way and two-way communication approaches, we conduct a QCA (n = 18). As a result, five paths can be identified. It can be concluded that situational factors activate decision-making logics that lead to different communication approaches. This article provides a better understanding of the antecedents of strategic start-up communication, enriches the literature on one-way and two-way communication approaches and demonstrates that QCA can be implemented fruitfully in strategic communication studies.