Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/293989 
Year of Publication: 
2023
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 40 [Issue:] 3 [Year:] 2023 [Pages:] 62-69
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
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.
Document Type: 
Article

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