Where to launch? Exploring startup founders' location decisions with a conjoint experiment

This study addresses the complex decision-making process of startup founders in selecting the location for their ventures. It examines the importance of different location factors as well as the role of demographics of startup founders in their location decisions. Furthermore, it investigates how the interaction and trade-offs among these factors influence founders' decision-making. Through two conjoint experiments involving 238 startup founders, the study reveals that a location's attractiveness is determined by the interaction and trade-offs among several determinant characteristics. The four identified determinants—overall distance to the current place of residence, ease of doing business, startup ecosystem quality, and market attractiveness—play a crucial role in location decisions. In addition, founders´ gender and education impact their location decisions. The study contributes to entrepreneurial ecosystems literature by providing a holistic understanding of startups' location choices. The results offer valuable insights for governments and entrepreneurs seeking to enhance their decision-making processes.