Corporate Branding of E-Business Ventures
نویسندگان
چکیده
Entrepreneurs in electronic markets move in industries where a strong corporate brand can deliver competitive advantage through differentiation. It not only facilitates increased attention. Despite ever-increasing followers and me-too products, it enables a company to build a positive image on behalf of the relevant target groups – be they consumers/customers, shareholders, employees, or industry partners. This facilitates access to resources most scarce in early company life stages: capital, human resources, customers, industry partnerships, and man-
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