THE IMPORTANCE OF THE STARTUPS IDENTITY THAT REFLECTS TO ITS SUCCESS

Abstract

According to this fast-moving paced, the new startup has been rising by adopting new ideas, technology, products, and services that displace the network and market. However, most of them seem not to survive and succeed. Its cause mainly comes from a lack of focusing on the importance of startups' identity. Therefore, this paper primarily aims to identify the important factors of startups identity that affect growth and success. The research was conducted through a qualitative method with data collected by the individual interview on the CEO and other three key people who are currently working in the startup company in Thailand. This startup has pioneered the mental health platform that elevates the value of accessibility, social awareness, and its ecosystem. The idea massively hits and disrupts the market. However, it still keeps executing and has many factors to explore. In the analysis of the findings, there are three fascinated points found out that are based on the internal capability aspect, also related to founder objective aspect from choosing identity which is the main relevant principle of this paper. Finally, the paper provided an additional recommendation that would be beneficial for new and existing startups.