Building a Minimum Viable Brand – Best Practice for Startups

Based on a joint research project by venture capital investor Project A and the International School of Management, this article discusses the concept of the minimum viable brand and proposes a corresponding framework for early-stage ventures.

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Year of publication:	2023
Authors:	Walter, Simon ; Heinemann, Florian ; Haberstock, Philipp ; Wiesmann, Torben
Published in:	Marketing Review St.Gallen. - ISSN 1865-7516. - Vol. 40.2023, 3, p. 62-69
Publisher:	St.Gallen : Thexis Verlag

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Type of publication:	Article
Type of publication (narrower categories):	Article
Language:	English
Other identifiers:	hdl:10419/293989 [Handle] RePEc:zbw:hsgmrs:293989 [RePEc]
Source:	EconStor

Persistent link: https://www.econbiz.de/10014525232