Synapse
⌘+K
Synapse
PulseExploreClubsResearchersJournals
Instagram
HomeClubsExplore
September 20, 2025European Conference on Innovation and EntrepreneurshipOpen Access

Brand Development in Early-Stage Technology Startups: An Effectual Approach

View Full Paper
Ask AI
Bookmark
Share

Authors

IEIngunn ElvekrokATAnita Ellen Tobiassen

Discussion

Loading...

Member takes

Overview

Exploration of brand identity formation reveals customer interaction and entrepreneurial vision are key factors.

Key Points

  • Startups face unique branding challenges due to high uncertainty and resource constraints, impacting brand development.
  • Findings show that brand identity is often linked to entrepreneurs' personal values and networks, influencing branding decisions.
  • Data collected from interviews with key informants provides insights into how startups adapt their branding strategies iteratively.
  • The study highlights that while some branding changes are intentional, external pressures also play a significant role.

Cite This Study

Elvekrok et al. (2025) studied this question.

synapsesocial.com/papers/68d46abb31b076d99fa67ea2https://doi.org/10.34190/ecie.20.1.1586
View Full Paper
Ask AI
Bookmark
Share

Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1The brand-building process of B2B high-tech startups in an omni-digital environment2024 · 18 citations
  2. 2Founders and their brands: how founder identity matters in small firm branding2024 · 4 citations
  3. 3Brand Communication Management of Startups in Portugal2024
  4. 4Breaking Through: The Impact of Branding on Early-Stage Brand Success2024
  5. 5Incorporation of Corporate Startup: A Definition, Challenge, and Future Research Agenda2024