In addition to the functional value of a brand, the academic branding literature also emphasises the symbolic function of a brand. The importance of emotional values is often stressed by the necessity to create strong customer-brand relationships for building brand equity. Since the brand is a...

Owing to the rapid growth of the internet, the corresponding NetEconomy has evolved into an established trade level. It is characterised bynumerous entrepreneurial firms equipped with innovative online businessmodels. Also, traditional firms increasingly utilise the internet in order tooptimise...

Increasing competition in all kinds of markets makes it necessary for companies to fightfor the customers’ favour. The product or service itself becomes less decisive in thepurchase decision; it is rather the emotional aspects and associations the customerhas with the product that determines...

LetsWorklt.de is a German B2C platform for different kinds of service and handcraft orders. Based on the concept of reverse auctions, demanders compose descriptions of the required services to place orders on the platform. The supplier bidding lowest at the end of the auction obtains the right...

The entrepreneur can be viewed as the source that implements his entrepreneurial capabilities to recognise, pursue and successfully exploit viable business opportunities. However, it is at the beginning of the entrepreneurial process that the pre-nascent entrepreneur is confronted with various...

Due to the increasing use of e-business technologies, thecorresponding Net Economy has evolved into an established trade level. It ischaracterized by numerous entrepreneurial ventures equipped with innovativeonline business models. Technological advance and changes in customerbehaviour implicate...