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

See all articles by Jörg Freiling

Jörg Freiling

University of Bremen - Faculty of Business Studies and Economics

Anja Sohn

affiliation not provided to SSRN

Date Written: April 23, 2012

Abstract

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.

Suggested Citation

Freiling, Jörg and Sohn, Anja, Is Entrepreneurial Branding Relevant to B-to-B Service Ventures? (April 23, 2012). The IUP Journal of Brand Management, Vol. VIII, No. 2, pp. 7-18, June 2011. Available at SSRN: https://ssrn.com/abstract=2044469

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

Anja Sohn

affiliation not provided to SSRN ( email )

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