Shaping Startup Culture in Croatia: The Role of Internal Marketing in Fostering Growth

Abstract

The startup scene in Croatia has been accelerating in development in the last decade, partly due to the available European Union funds. Organisational culture is one of the main prerequisites for the growth and development of successful startups. Internal marketing is often crucial to reshaping positive organisational culture and fostering innovative employee behaviour.

Keywords

• startup
• organizational culture
• internal marketing
• croatia
• m31
• m13
• m14