Is Entrepreneurial Branding Relevant to B-to-B Service Ventures?
The IUP Journal of Brand Management, Vol. VIII, No. 2, pp. 7-18, June 2011
Posted: 24 Apr 2012
Date Written: April 23, 2012
The importance of branding in the context of new venture creation - especially to Business to Business (B-to-B) service ventures - is not undisputed and in particular under-researched. In the face of the research gap and a 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. We employ information economics to demonstrate the relevance of branding to successfully access a market.
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