The importance of branding in the context of new venture creation – especially as for B-to-B service ventures – is not undisputed and in particular under-researched. In the face of the research gap and the rather early stage of research, a conceptual investigation into the role of branding...

Branding seems to be an important issue among all companies, also among newly established and young companies with high growth potential or so-called startups. This was also confirmed in our empirical research, conducted among 195 Slovenian startups. Startup founders/CEOs see branding as the...