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Building Trust in Startup Communication: Exploring the Interplay of Arguments and Stories in the Case of the Nikola Corporation

By Marius Born
eBook
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By Marius Born
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This open access book explores the intriguing narrative of Nikola Corporation's startup journey in this insightful case study, examining its rapid ascent and subsequent decline from both a narrative and argumentative perspective. Founded by Trevor Milton, Nikola initially garnered investor interest with promises of a cleaner, sustainable alternative to diesel trucks. However, the company's surge in valuation was short-lived, as accusations from a short seller triggered a trust crisis, expos...

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