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.
Year of publication: |
2023
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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
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Publisher: |
St.Gallen : Thexis Verlag |
Saved in:
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