Entrepreneurial Branding - Relevant to B-to-B Service Ventures?

Abstract:     
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, L84

working papers series