Trust of Potential Buyers in New Entrepreneurial Ventures
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Beschreibung
Acquiring the first customers is a make-or-break challenge for new ventures. In how far does the trust of a potential future customer in a new venture influence his decision to purchase? How can an entrepreneur convey trustworthiness in order to influence the decision? In his dissertation, Gunnar Wiedenfels responds to these questions with an empirical study testing a theory-based model of trust, its drivers, and its effect on purchase intentions. von Wiedenfels, Gunnar
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Über den Autor
:Gunnar Wiedenfels wrote this dissertation under Prof. Malte Brettel's supervision at the WIN chair of the RWTH Aachen. He works as project manager with an international management consulting firm now.
- Hardcover
- 856 Seiten
- Erschienen 2015
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