NDLI: Corporate branding of e-business ventures

Content Provider	IEEE Xplore Digital Library
Author	Geissler, U. Will, M.
Copyright Year	2001
Description	Author affiliation: MCM Inst., Univ. of St. Gallen, Switzerland (Geissler, U.; Will, M.)
Abstract	Entrepreneurs in electronic markets move in industries where a strong corporate brand can deliver competitive advantage through differentiation. It 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 management knowledge. Contemporary management literature on entrepreneurship neglects corporate communication to a great extent. This pioneering article takes a first step to outlining a framework for brand building by entrepreneurs in electronic markets. After an introduction of basic concepts relevant to this topic, we outline today's key challenges for e-business ventures. We then introduce a generic framework for corporate branding, which in a next step is being applied to e-business ventures.
Sponsorship	Univ. Hawaii College of Bus. Adm
File Size	131733
File Format	PDF
ISBN	0769509819
DOI	10.1109/HICSS.2001.927097
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2001-01-06
Publisher Place	USA
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Consumer electronics Hip Internet Stock markets Resource management Time to market Europe Asia Solvents Cost accounting
Content Type	Text
Resource Type	Article

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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