Entrepreneurial Branding - Relevant to B-to-B Service Ventures?
affiliation not provided to SSRN
University of Bremen - Faculty of Business Studies and Economics
July 31, 2009
The importance of branding in the context of new venture creation – especially as for B-to-B service ventures – is not undisputed and in particular under-researched. In the face of the research gap and the rather early stage of research, a conceptual investigation into the role of branding in this context is required. This paper attempts to highlight the service peculiarities against the background of b-to-b service ventures. By employing information economics the relevance of branding for successfully entering the market turns out.
Number of Pages in PDF File: 20
Keywords: entrepreneurial branding, entrepreneurial marketing, industrial services, reputation building
JEL Classification: M12, M31, L26, L84working papers series
Date posted: August 2, 2009
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