Yanto Chandra


Effectuation and Entrepreneurial Branding
Price: Free! Words: 1,490. Language: English. Published: February 27, 2010. Categories: Nonfiction » Business & Economics » Small business and entrepreneurship
This e-book provides a brief summary of the role of effectual logic in the creation of brands for non-existent entrepreneurial venture. It argues that when markets do not exist, the technology of foolishness, which is the inverse of the logic used in marketing and strategy, might offer a virtue rather than a weakness in helping entrepreneurs make effective branding decisions.

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