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Trust of Potential Buyers in New Entrepreneurial Ventures

Gunnar Wiedenfels
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      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.
      Format: Paperback / softback CONTRIBUTORS: Gunnar Wiedenfels EAN: 9783834916730 COUNTRY: Germany PAGES: WEIGHT: 511 g HEIGHT: 210 cm
      PUBLISHED BY: Gabler DATE PUBLISHED: 2009-06-25 CITY: GENRE: BUSINESS & ECONOMICS / Management, BUSINESS & ECONOMICS / Marketing / General WIDTH: 148 cm SPINE:

      Book Themes:

      Business strategy, Sales and marketing

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      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.
      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.
      Format: Paperback / softback CONTRIBUTORS: Gunnar Wiedenfels EAN: 9783834916730 COUNTRY: Germany PAGES: WEIGHT: 511 g HEIGHT: 210 cm
      PUBLISHED BY: Gabler DATE PUBLISHED: 2009-06-25 CITY: GENRE: BUSINESS & ECONOMICS / Management, BUSINESS & ECONOMICS / Marketing / General WIDTH: 148 cm SPINE:

      Book Themes:

      Business strategy, Sales and marketing

      Customer Reviews

      Be the first to write a review
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      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.

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