The brand-building process of B2B high-tech startups in an omni-digital environment
Mirko Olivieri and Lala Hu
| Year of publication: |
2025
|
|---|---|
| Authors: | Olivieri, Mirko ; Hu, Lala |
| Subject: | B2B | Brand building | Digital channels | Omni-digital | Social practice Theory | Technology startups | Unternehmensgründung | Business start-up | Hochtechnologie | High technology | B-to-B-Marketing | Business-to-business marketing | Markenführung | Brand management | Lieferantenmanagement | Supplier relationship management | Electronic Commerce | E-commerce |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-01-2024-4913 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015173324