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Type
Journal article
Date
2020
More than words! How narrative anchoring and enrichment help to balance differentiation and conformity of entrepreneurial products
We investigate how entrepreneurs should craft the narrative about their new ventures in order to position it successfully in the semantic space vis-à-vis incumbents and established market categories.
Alexander Vossen
,
Prof. Dr. Christoph Ihl
October 8, 2020
Journal of Business Venturing
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