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Trust of Potential Buyers in New Entrepreneurial Ventures PDF

342 Pages·2009·1.294 MB·English
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by Gunnar Wiedenfels| 2009| 342 pages| 1.294| English

About Trust of Potential Buyers in New Entrepreneurial Ventures

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? Gunnar Wiedenfeis responds to these questions with an empirical study testing a theory-based model of trust, its drivers, and its effect on purchase intentions. The data sample considers interesting comparisons between industries and business phases of the supplier firm. Interested practitioners will find actionable recommendations on how to present their enterprise most trustworthy to acquire new customers.

Detailed Information

Author:Gunnar Wiedenfels
Publication Year:2009
ISBN:9783834916730
Pages:342
Language:English
File Size:1.294
Format:PDF
Price:FREE
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