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Methodic integration of marketing and develpoment in a start-up project environemnt using standard sorfware tools
Dressler, Adam ; Střížová, Vlasta (advisor) ; Krkoška, Pavel (referee)
New software products, especially those based on innovation, typically originate in startup environment. The reasons are well -- known: small start-ups are quick to market (as marketing and development are close, sometimes one person), able to take decisions quickly, not risk-averse, unburdened by corporate bureaucracy etc. If successful (as they all hope to be), they grow quickly. Here comes the catch -- the same attributes that contributed to success early on can become reasons to fail later. The methods used by few, highly motivated stakeholders (owners/managers, key employees) at the beginning do not support the project organization as more people and complex issues are involved. This transition is the subject of this thesis -- how to make sure that suitable methods to support the alignment of marketing and development are phased in not too early (when they would constitute a drag and straitjacket, robbing the start-up of its advantages) but not too late (when their absence would lead to inconsistencies and mistakes, preventing the start-up to become a mature operation). As each project is unique, it requires different method at different times. Rather than proposing a fixed methodology, the thesis suggests criteria for recognizing when to look for a suitable method, how to choose it and how to apply it with minimum effort and optimum result. The theoretical part of the thesis explains how the methods work, the practical part demonstrates how they contribute to making correct decisions with higher probability.
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