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

20 Pages Posted: 2 Aug 2009

See all articles by Anja Sohn

Anja Sohn

affiliation not provided to SSRN

Jörg Freiling

University of Bremen - Faculty of Business Studies and Economics

Date Written: July 31, 2009

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.

Keywords: entrepreneurial branding, entrepreneurial marketing, industrial services, reputation building

JEL Classification: M12, M31, L26, L84

Suggested Citation

Sohn, Anja and Freiling, Jörg, Entrepreneurial Branding - Relevant to B-to-B Service Ventures? (July 31, 2009). Available at SSRN: https://ssrn.com/abstract=1441953 or http://dx.doi.org/10.2139/ssrn.1441953

Anja Sohn

affiliation not provided to SSRN ( email )

Jörg Freiling (Contact Author)

University of Bremen - Faculty of Business Studies and Economics ( email )

Wilhelm-Herbst-Str. 5
Bremen, D-28359
Germany
++49 421 218 66870 (Phone)
++49 421 218 66902 (Fax)

HOME PAGE: http://www.lemex.uni-bremen.de

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