Titulo:
Estado actual del branding en las compañías spin-off y start-up académicas: caso universidades públicas en Colombia
.
Sumario:
Esta investigación tiene como fin describir el estado actual de los procesos de branding que efectúan las empresas tipo spin-off y start-upacadémicas en Colombia. Los hallazgos están basados en el estudio de caso de tres empresas tipo spin-off académico y tres start-upacadémico, provenientes de tres universidades públicas colombianas. Los datos son recopilados a través de entrevistas semiestructuradas aplicadas a los fundadores de las compañías, y a su vez analizados mediante la metodología de análisis de contenido cualitativo. Se empleó el modelo de análisis de branding para PYME descrito por Bresciani y Eppler... Ver más
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Revista Perspectiva Empresarial - 2022
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Estado actual del branding en las compañías spin-off y start-up académicas: caso universidades públicas en Colombia Kotler, P. (2008). Principles of Marketing (12 ed.): Pearson International Edition. Onkvisit, S., y Shaw, J. J. (2004). International marketing: analysis and strategy. New York: Psychology Press. Ojasalo, J., Nätti, S., y Olkkonen, R. (2008). Brand building in software SMEs: an empirical study. Journal of Product & Brand Management, 17(2), 92-107. https://doi.org/10.1108/10610420810864702 Neumeier, M. (2004). The dictionary of brand. San Jose: AIGA Center for Brand Experience. Montoya Martínez, E. (2010). La creación de spin-offs de base académica-investigativa por iniciativa de los estudiantes: el caso de la Universidad Nacional de Colombia, Sede Medellín. Universidad Nacional de Colombia, sede Medellín. Merrilees, B. (2007). A theory of brand-led SME new venture development. Qualitative Market Research: An International Journal, 10(4), 403-415. https://doi.org/10.1108/13522750710819739 Mankelow, G., y Merrilees, B. (2001). Towards a model of entrepreneurial marketing for rural women: a case study approach. Journal of Developmental Entrepreneurship, 6(3), 221-236. Locke, K. D., y Locke, K. (2001). Grounded theory in management research. London: Sage Publications Ltd. Kroll, H., y Liefner, I. (2008). Spin-off enterprises as a means of technology commercialisation in a transforming economy-Evidence from three universities in China. Technovation, 28(5), 298-313. https://doi.org/10.1016/j.technovation.2007.05.002 Krake, F. B. (2005). Successful brand management in SMEs: a new theory and practical hints. Journal of Product & Brand Management, 14(4), 228-238. https://doi.org/10.1108/10610420510609230 Kotler, P. (1991). Marketing Management: Analysis, Planning, Implementation and Control (8th. ed.). NJ: Prentice Hall. Randall, G. (2000). Branding: A practical guide to planning your strategy. London: Kogan Page. Kohli, C. (1997). Branding consumer goods: insights from theory and practice. Journal of Consumer Marketing, 14(3), 206-219. https://doi.org/10.1108/07363769710166792 Khan, H., y Ede, D. (2009). How do not-for-profit SMEs attempt to develop a strong brand in an increasingly saturated market? Journal of Small Business and Enterprise Development, 16(2), 335-354. https://doi.org/10.1108/14626000910956092 Keller, K. L., y Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759. https://doi.org/10.1287/mksc.1050.0153 Keller, K. L. (1998). Strategic brand management: building, measuring and management brand equity (Illustrated ed.). New York: Prentice Hall. Kapferer, J. N. (2008). The new strategic brand management: creating and sustaining brand equity long term. London: Kogan Page. Hussey, J. y Hussey, R. (1997). Business Research. A practical guide for undergraduate and postgraduate students. Houndsmills: Macmillan. https://doi.org/10.1007/978-1-349-25262-6 Horan, G., O'Dwyer, M., y Tiernan, S. (2011). Exploring management perspectives of branding in service SMEs. Journal of Services Marketing, 25(2), 114-121. https://doi.org/10.1108/08876041111119831 Gübeli, M. H., y Doloreux, D. (2005). An empirical study of university spin-off development. European Journal of Innovation Management, 8(3), 269-282. https://doi.org/10.1108/14601060510610153 Gilmore, A., y Coviello, N. (1999). Methodologies for research at the marketing/entrepreneurship interface. Journal of research in marketing and entrepreneurship, 1(1), 41-53. https://doi.org/10.1108/14715209980001555 Petkova, A. P., Rindova, V. P., y Gupta, A. K. (2008). How can New Ventures Build Reputation? An Exploratory Study. Corporate Reputation Review, 11(4), 320-334. https://doi.org/10.1057/crr.2008.27 Rasmussen, E., y Borch, O. J. (2010). University capabilities in facilitating entrepreneurship: A longitudinal study of spin-off ventures at mid-range universities. Research Policy, 39(5), 602-612. https://doi.org/10.1016/j.respol.2010.02.002 Eisenhardt, K. M. (1989). Building theories from case study research. Academy of management review, 14(4), 532-550. https://doi.org/10.5465/amr.1989.4308385 Witt, P., y Rode, V. (2005). Corporate brand building in start-ups. Journal of Enterprising Culture, 13(3), 273-294. https://doi.org/10.1142/S0218495805000173 Text http://purl.org/coar/access_right/c_abf2 info:eu-repo/semantics/openAccess http://purl.org/coar/version/c_970fb48d4fbd8a85 info:eu-repo/semantics/publishedVersion http://purl.org/coar/resource_type/c_6501 info:eu-repo/semantics/article Yin, R. K. (2009). Case study research: Design and methods (Vol. 5). London: Sage publications, Inc. Wong, H. Y., y Merrilees, B. (2005). A brand orientation typology for SMEs: a case research approach. Journal of Product & Brand Management, 14(3), 155-162. https://doi.org/10.1108/10610420510601021 Van Geenhuizen, M., y Soetanto, D. P. (2009). Academic spin-offs at different ages: A case study in search of key obstacles to growth. Technovation, 29(10), 671-681. https://doi.org/10.1016/j.technovation.2009.05.009 Rode, V. (2004). Corporate Branding von Gründungsunternehmen: Der erfolgreiche Aufbau der Unternehmensmarke. Wiesbaden: Deutscher Universitäts-Verlag. https://doi.org/10.1007/978-3-322-81810-2 Universidad de Antioquia, (2012). ¿Pueden las universidades públicas crear spin-off? Paper presented at the Encuentro de universidades y presentación de experiencias. Trade, B. O. F. (1979). International Convention for the Protection of Industrial Property. Timmons, J. A., y Spinelli, S. (1999). New venture creation: entrepreneurship for the 21st (5th. ed.). Boston, Mass: Irwin McGraw-Hill. Stahle, A. L. (2002). Discovering Logo Design Trends-Methodology and Practice: An Analysis of the Logos of Top Advertising Spenders in the American Market. Washington: Georgetown University. Spence, M., y Essoussi, L. H. (2010). SME brand building and management: an exploratory study. European Journal of Marketing, 44(7/8), 1037-1054. https://doi.org/10.1108/03090561011047517 Sekaran, U. (2006). Research methods for business: A skill building approach. India: Wiley. Saunders, M., Lewis, P., y Thornhill, A. (2007). Research methods for business students. London: Prentice Hall. Romano, C. A. (1989). Research strategies for small business: a case study approach. International small business journal, 7(4), 35-43. https://doi.org/10.1177/026624268900700403 Rode, V., y Vallaster, C. (2005). Corporate branding for start-ups: the crucial role of entrepreneurs. Corporate Reputation Review, 8(2), 121-135. https://doi.org/10.1057/palgrave.crr.1540244 Gillham, B. (2005). Research interviewing: The range of techniques. Maidenhead: McGraw-Hill International. Gans, J. S., y Stern, S. (2003). The Product Market and the Market for "deas": commercialization strategies for technology entrepreneurs. Research Policy, 32(2), 333-350. https://doi.org/10.1016/S0048-7333(02)00103-8 De Cleyn, S. H., y Braet, J. (2010). The Evolution of Spin-Off Ventures: An Integrated Model. International Journal of Innovation and Technology Management (IJITM), 7(01), 53-70. https://doi.org/10.1142/S0219877010001829 start-up académica. application/pdf application/pdf Artículo de revista Núm. 1 , Año 2014 : julio-diciembre 1 1 spin-off académica Revista Perspectiva Empresarial marketing marca branding Duque Oliva, Edison J. Hernández Umaña, Iván D. Cruz-Carvajal, Jonnathan J. Esta investigación tiene como fin describir el estado actual de los procesos de branding que efectúan las empresas tipo spin-off y start-upacadémicas en Colombia. Los hallazgos están basados en el estudio de caso de tres empresas tipo spin-off académico y tres start-upacadémico, provenientes de tres universidades públicas colombianas. Los datos son recopilados a través de entrevistas semiestructuradas aplicadas a los fundadores de las compañías, y a su vez analizados mediante la metodología de análisis de contenido cualitativo. Se empleó el modelo de análisis de branding para PYME descrito por Bresciani y Eppler (2010). Los resultados muestran la importancia de las actividades de branding para las empresas estudiadas. Nuevos factores fueron detectados como relevantes y particulares para los procesos de brandingen las spin-off y start-up académicas: la ausencia de departamentos de mercadeo, las actividades publicitarias como medio principal para efectuar presencia de marca, la figura del emprendedor como “representación viva” de la marca, los procesos de selección de personal y la importancia del respaldo de marca de la universidad. Se encontró que los factores que no han impulsado o permitido actividades de brandingen las empresas son la falta de recursos financieros, el desconocimiento del tema y la subvaloración de este. Finalmente se describió el proceso cíclico para el branding de la categoría de empresas analizadas. Sabaneta: Fundación Universitaria Ceipa, 2014- Publication Abimbola, T. (2001). Branding as a competitive strategy for demand management in SMEs. Journal of research in marketing and entrepreneurship, 3(2), 97-106. https://doi.org/10.1108/14715200180001480 Español Boyle, E. (2003). A study of entrepreneurial brand building in the manufacturing sector in the UK. Journal of Product & Brand Management, 12(2), 79-93. https://doi.org/10.1108/10610420310469779 Arksey, H., y Knight, P. (1999). Interviewing for social scientists: An introductory resource with examples. London: Sage Publications Ltd. https://doi.org/10.4135/9781849209335 Bresciani, S., y Eppler, M. J. (2010). Brand new ventures? Insights on start-ups' branding practices. Journal of Product & Brand Management, 19(5), 356-366. https://doi.org/10.1108/10610421011068595 Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0. Revista Perspectiva Empresarial - 2022 https://creativecommons.org/licenses/by-nc-sa/4.0 Camacho, J. y Pradilla, H. (2002). Incubadoras de empresas de base tecnológica e innovadoras. Mecanismo de política y de gestión tecnológica. Cavana, R. Y., Delahaye, B. L., y Sekaran, U. (2001). Applied business research: Qualitative and quantitative methods. Queensland: Wiley and Sons. Corley, K. G., y Gioia, D. A. (2004). Identity Ambiguity and Change in the Wake of a Corporate Spin-Off. Administrative Science Quarterly, 49(2), 173-208. https://revistas.ceipa.edu.co/index.php/perspectiva-empresarial/article/view/8 Journal article Current state of branding in academic spin-off and start-up companies: the case of public universities in Colombia The aim of this research is to describe the current state of branding processes that affect academic spin-off and start-up companies in Colombia. The findings are based on the case study of three academic spin-off companies and three academic start-up companies from three public universities in Colombia. The data is compiled from semi-structured interviews with the companies’ founders and is analyzed using the qualitative content analysis methodology. Bresciani & Eppler’s (2010) model of analysis of branding for SMEs was used. The results show the importance of branding activities for the companies studied. New factors were identified as being relevant and specific to the process of branding in academic spin-offs and start-ups: the absence of marketing departments, publicity as the principal means of affecting the brand, the figure of the entrepreneur as “live representation” of the brand, recruitment processes and the importance of backing from the university brand. It was found that the factors that have not driven or allowed branding activities in these companies are the lack of financial resources, the lack of knowledge in this field or the undervaluing of branding. Finally, the cyclical process of branding of this type of companies is described. branding brand academic start-up. academic spin-off marketing https://revistas.ceipa.edu.co/index.php/perspectiva-empresarial/article/download/8/100 2389-8186 https://revistas.ceipa.edu.co/index.php/perspectiva-empresarial/article/download/8/7 2389-8194 67 49 2014-01-29T00:00:00Z 2014-01-29 https://doi.org/10.16967/rpe.v1n1a4 10.16967/rpe.v1n1a4 2014-01-29T00:00:00Z |
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CEIPA BUSINESS SCHOOL |
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https://nuevo.metarevistas.org/CEIPABUSINESSSCHOOL/logo.png |
| country_str |
Colombia |
| collection |
Revista Perspectiva Empresarial |
| title |
Estado actual del branding en las compañías spin-off y start-up académicas: caso universidades públicas en Colombia |
| spellingShingle |
Estado actual del branding en las compañías spin-off y start-up académicas: caso universidades públicas en Colombia Duque Oliva, Edison J. Hernández Umaña, Iván D. Cruz-Carvajal, Jonnathan J. start-up académica. spin-off académica marketing marca branding branding brand academic start-up. academic spin-off marketing |
| title_short |
Estado actual del branding en las compañías spin-off y start-up académicas: caso universidades públicas en Colombia |
| title_full |
Estado actual del branding en las compañías spin-off y start-up académicas: caso universidades públicas en Colombia |
| title_fullStr |
Estado actual del branding en las compañías spin-off y start-up académicas: caso universidades públicas en Colombia |
| title_full_unstemmed |
Estado actual del branding en las compañías spin-off y start-up académicas: caso universidades públicas en Colombia |
| title_sort |
estado actual del branding en las compañías spin-off y start-up académicas: caso universidades públicas en colombia |
| title_eng |
Current state of branding in academic spin-off and start-up companies: the case of public universities in Colombia |
| description |
Esta investigación tiene como fin describir el estado actual de los procesos de branding que efectúan las empresas tipo spin-off y start-upacadémicas en Colombia. Los hallazgos están basados en el estudio de caso de tres empresas tipo spin-off académico y tres start-upacadémico, provenientes de tres universidades públicas colombianas. Los datos son recopilados a través de entrevistas semiestructuradas aplicadas a los fundadores de las compañías, y a su vez analizados mediante la metodología de análisis de contenido cualitativo. Se empleó el modelo de análisis de branding para PYME descrito por Bresciani y Eppler (2010). Los resultados muestran la importancia de las actividades de branding para las empresas estudiadas. Nuevos factores fueron detectados como relevantes y particulares para los procesos de brandingen las spin-off y start-up académicas: la ausencia de departamentos de mercadeo, las actividades publicitarias como medio principal para efectuar presencia de marca, la figura del emprendedor como “representación viva” de la marca, los procesos de selección de personal y la importancia del respaldo de marca de la universidad. Se encontró que los factores que no han impulsado o permitido actividades de brandingen las empresas son la falta de recursos financieros, el desconocimiento del tema y la subvaloración de este. Finalmente se describió el proceso cíclico para el branding de la categoría de empresas analizadas.
|
| description_eng |
The aim of this research is to describe the current state of branding processes that affect academic spin-off and start-up companies in Colombia. The findings are based on the case study of three academic spin-off companies and three academic start-up companies from three public universities in Colombia. The data is compiled from semi-structured interviews with the companies’ founders and is analyzed using the qualitative content analysis methodology. Bresciani & Eppler’s (2010) model of analysis of branding for SMEs was used. The results show the importance of branding activities for the companies studied. New factors were identified as being relevant and specific to the process of branding in academic spin-offs and start-ups: the absence of marketing departments, publicity as the principal means of affecting the brand, the figure of the entrepreneur as “live representation” of the brand, recruitment processes and the importance of backing from the university brand. It was found that the factors that have not driven or allowed branding activities in these companies are the lack of financial resources, the lack of knowledge in this field or the undervaluing of branding. Finally, the cyclical process of branding of this type of companies is described.
|
| author |
Duque Oliva, Edison J. Hernández Umaña, Iván D. Cruz-Carvajal, Jonnathan J. |
| author_facet |
Duque Oliva, Edison J. Hernández Umaña, Iván D. Cruz-Carvajal, Jonnathan J. |
| topicspa_str_mv |
start-up académica. spin-off académica marketing marca branding |
| topic |
start-up académica. spin-off académica marketing marca branding branding brand academic start-up. academic spin-off marketing |
| topic_facet |
start-up académica. spin-off académica marketing marca branding branding brand academic start-up. academic spin-off marketing |
| citationvolume |
1 |
| citationissue |
1 |
| citationedition |
Núm. 1 , Año 2014 : julio-diciembre |
| publisher |
Sabaneta: Fundación Universitaria Ceipa, 2014- |
| ispartofjournal |
Revista Perspectiva Empresarial |
| source |
https://revistas.ceipa.edu.co/index.php/perspectiva-empresarial/article/view/8 |
| language |
Español |
| format |
Article |
| rights |
http://purl.org/coar/access_right/c_abf2 info:eu-repo/semantics/openAccess Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0. Revista Perspectiva Empresarial - 2022 https://creativecommons.org/licenses/by-nc-sa/4.0 |
| references |
Kotler, P. (2008). Principles of Marketing (12 ed.): Pearson International Edition. Onkvisit, S., y Shaw, J. J. (2004). International marketing: analysis and strategy. New York: Psychology Press. Ojasalo, J., Nätti, S., y Olkkonen, R. (2008). Brand building in software SMEs: an empirical study. Journal of Product & Brand Management, 17(2), 92-107. https://doi.org/10.1108/10610420810864702 Neumeier, M. (2004). The dictionary of brand. San Jose: AIGA Center for Brand Experience. Montoya Martínez, E. (2010). La creación de spin-offs de base académica-investigativa por iniciativa de los estudiantes: el caso de la Universidad Nacional de Colombia, Sede Medellín. Universidad Nacional de Colombia, sede Medellín. Merrilees, B. (2007). A theory of brand-led SME new venture development. Qualitative Market Research: An International Journal, 10(4), 403-415. https://doi.org/10.1108/13522750710819739 Mankelow, G., y Merrilees, B. (2001). Towards a model of entrepreneurial marketing for rural women: a case study approach. Journal of Developmental Entrepreneurship, 6(3), 221-236. Locke, K. D., y Locke, K. (2001). Grounded theory in management research. London: Sage Publications Ltd. Kroll, H., y Liefner, I. (2008). Spin-off enterprises as a means of technology commercialisation in a transforming economy-Evidence from three universities in China. Technovation, 28(5), 298-313. https://doi.org/10.1016/j.technovation.2007.05.002 Krake, F. B. (2005). Successful brand management in SMEs: a new theory and practical hints. Journal of Product & Brand Management, 14(4), 228-238. https://doi.org/10.1108/10610420510609230 Kotler, P. (1991). Marketing Management: Analysis, Planning, Implementation and Control (8th. ed.). NJ: Prentice Hall. Randall, G. (2000). Branding: A practical guide to planning your strategy. London: Kogan Page. Kohli, C. (1997). Branding consumer goods: insights from theory and practice. Journal of Consumer Marketing, 14(3), 206-219. https://doi.org/10.1108/07363769710166792 Khan, H., y Ede, D. (2009). How do not-for-profit SMEs attempt to develop a strong brand in an increasingly saturated market? Journal of Small Business and Enterprise Development, 16(2), 335-354. https://doi.org/10.1108/14626000910956092 Keller, K. L., y Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759. https://doi.org/10.1287/mksc.1050.0153 Keller, K. L. (1998). Strategic brand management: building, measuring and management brand equity (Illustrated ed.). New York: Prentice Hall. Kapferer, J. N. (2008). The new strategic brand management: creating and sustaining brand equity long term. London: Kogan Page. Hussey, J. y Hussey, R. (1997). Business Research. A practical guide for undergraduate and postgraduate students. Houndsmills: Macmillan. https://doi.org/10.1007/978-1-349-25262-6 Horan, G., O'Dwyer, M., y Tiernan, S. (2011). Exploring management perspectives of branding in service SMEs. Journal of Services Marketing, 25(2), 114-121. https://doi.org/10.1108/08876041111119831 Gübeli, M. H., y Doloreux, D. (2005). An empirical study of university spin-off development. European Journal of Innovation Management, 8(3), 269-282. https://doi.org/10.1108/14601060510610153 Gilmore, A., y Coviello, N. (1999). Methodologies for research at the marketing/entrepreneurship interface. Journal of research in marketing and entrepreneurship, 1(1), 41-53. https://doi.org/10.1108/14715209980001555 Petkova, A. P., Rindova, V. P., y Gupta, A. K. (2008). How can New Ventures Build Reputation? An Exploratory Study. Corporate Reputation Review, 11(4), 320-334. https://doi.org/10.1057/crr.2008.27 Rasmussen, E., y Borch, O. J. (2010). University capabilities in facilitating entrepreneurship: A longitudinal study of spin-off ventures at mid-range universities. Research Policy, 39(5), 602-612. https://doi.org/10.1016/j.respol.2010.02.002 Eisenhardt, K. M. (1989). Building theories from case study research. Academy of management review, 14(4), 532-550. https://doi.org/10.5465/amr.1989.4308385 Witt, P., y Rode, V. (2005). Corporate brand building in start-ups. Journal of Enterprising Culture, 13(3), 273-294. https://doi.org/10.1142/S0218495805000173 Yin, R. K. (2009). Case study research: Design and methods (Vol. 5). London: Sage publications, Inc. Wong, H. Y., y Merrilees, B. (2005). A brand orientation typology for SMEs: a case research approach. Journal of Product & Brand Management, 14(3), 155-162. https://doi.org/10.1108/10610420510601021 Van Geenhuizen, M., y Soetanto, D. P. (2009). Academic spin-offs at different ages: A case study in search of key obstacles to growth. Technovation, 29(10), 671-681. https://doi.org/10.1016/j.technovation.2009.05.009 Rode, V. (2004). Corporate Branding von Gründungsunternehmen: Der erfolgreiche Aufbau der Unternehmensmarke. Wiesbaden: Deutscher Universitäts-Verlag. https://doi.org/10.1007/978-3-322-81810-2 Universidad de Antioquia, (2012). ¿Pueden las universidades públicas crear spin-off? Paper presented at the Encuentro de universidades y presentación de experiencias. Trade, B. O. F. (1979). International Convention for the Protection of Industrial Property. Timmons, J. A., y Spinelli, S. (1999). New venture creation: entrepreneurship for the 21st (5th. ed.). Boston, Mass: Irwin McGraw-Hill. Stahle, A. L. (2002). Discovering Logo Design Trends-Methodology and Practice: An Analysis of the Logos of Top Advertising Spenders in the American Market. Washington: Georgetown University. Spence, M., y Essoussi, L. H. (2010). SME brand building and management: an exploratory study. European Journal of Marketing, 44(7/8), 1037-1054. https://doi.org/10.1108/03090561011047517 Sekaran, U. (2006). Research methods for business: A skill building approach. India: Wiley. Saunders, M., Lewis, P., y Thornhill, A. (2007). Research methods for business students. London: Prentice Hall. Romano, C. A. (1989). Research strategies for small business: a case study approach. International small business journal, 7(4), 35-43. https://doi.org/10.1177/026624268900700403 Rode, V., y Vallaster, C. (2005). Corporate branding for start-ups: the crucial role of entrepreneurs. Corporate Reputation Review, 8(2), 121-135. https://doi.org/10.1057/palgrave.crr.1540244 Gillham, B. (2005). Research interviewing: The range of techniques. Maidenhead: McGraw-Hill International. Gans, J. S., y Stern, S. (2003). The Product Market and the Market for "deas": commercialization strategies for technology entrepreneurs. Research Policy, 32(2), 333-350. https://doi.org/10.1016/S0048-7333(02)00103-8 De Cleyn, S. H., y Braet, J. (2010). The Evolution of Spin-Off Ventures: An Integrated Model. International Journal of Innovation and Technology Management (IJITM), 7(01), 53-70. https://doi.org/10.1142/S0219877010001829 Abimbola, T. (2001). Branding as a competitive strategy for demand management in SMEs. Journal of research in marketing and entrepreneurship, 3(2), 97-106. https://doi.org/10.1108/14715200180001480 Boyle, E. (2003). A study of entrepreneurial brand building in the manufacturing sector in the UK. Journal of Product & Brand Management, 12(2), 79-93. https://doi.org/10.1108/10610420310469779 Arksey, H., y Knight, P. (1999). Interviewing for social scientists: An introductory resource with examples. London: Sage Publications Ltd. https://doi.org/10.4135/9781849209335 Bresciani, S., y Eppler, M. J. (2010). Brand new ventures? Insights on start-ups' branding practices. Journal of Product & Brand Management, 19(5), 356-366. https://doi.org/10.1108/10610421011068595 Camacho, J. y Pradilla, H. (2002). Incubadoras de empresas de base tecnológica e innovadoras. Mecanismo de política y de gestión tecnológica. Cavana, R. Y., Delahaye, B. L., y Sekaran, U. (2001). Applied business research: Qualitative and quantitative methods. Queensland: Wiley and Sons. Corley, K. G., y Gioia, D. A. (2004). Identity Ambiguity and Change in the Wake of a Corporate Spin-Off. Administrative Science Quarterly, 49(2), 173-208. |
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2014-01-29T00:00:00Z |
| date_available |
2014-01-29T00:00:00Z |
| url |
https://revistas.ceipa.edu.co/index.php/perspectiva-empresarial/article/view/8 |
| url_doi |
https://doi.org/10.16967/rpe.v1n1a4 |
| issn |
2389-8186 |
| eissn |
2389-8194 |
| doi |
10.16967/rpe.v1n1a4 |
| citationstartpage |
49 |
| citationendpage |
67 |
| url2_str_mv |
https://revistas.ceipa.edu.co/index.php/perspectiva-empresarial/article/download/8/100 https://revistas.ceipa.edu.co/index.php/perspectiva-empresarial/article/download/8/7 |
| _version_ |
1813593165848903680 |