Abstract:

In the contemporary global business landscape, the concept of soft power has emerged as a crucial tool for business success, particularly for start-ups aiming to establish themselves in competitive markets. Soft power, a term popularized by Joseph Nye, refers to the ability to influence others through attraction, persuasion, and appeal rather than coercion or force. This research article explores the significance of soft power strategies for business start-ups and provides insights into how start-ups can leverage soft power to gain a competitive edge, attract partners, and build sustainable relationships in the business ecosystem.