INNOVATION COMMUNICATION OF EDTECH STARTUP ECOSYSTEM IN USA, CHINA, AND INDIA

Abstract

The objective of this research is to study the innovation communication of edtech startup ecosystem in the United States, China, and India. The analysis is conducted using document analysis of public records from relevant organizations. The study found the following: At the national context level: In the political context, all three countries have clear policies supporting educational innovation, despite differences in their political systems. In the economic context, these countries have significant GDP rankings: the United States is ranked first, China is ranked second, and India is ranked fifth. In the social and cultural context, these countries have the largest populations in the world: India is ranked first, China is ranked second, and the United States is ranked third. In the technological context, these countries invest in research and development in technology and innovation, ranking first in China, second in the United States, and fourth in India. At the industry level: In the United States, there is a diverse range of company types, including corporate learning, upskilling, and post-secondary education. In China and India, the focus is on tutoring and test preparation. At the organizational level: There are various communication strategies for educational innovation. In the United States, the primary focus is on communication with businesses and educational institutions, using Content Marketing strategies to establish leadership positions. In China, the main focus is on communication with students and parents, utilizing Influencer Marketing strategies to build brand awareness. In India, digital and traditional media are used in combination (Hybrid Marketing) to reach a large number of learners.