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Die Rolle des Marketing fr die Ressourcenakquise junger Technologieunternehmen
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Junge Technologieunternehmen stehen oftmals vor der Herausforderung, externe finanzielle Ressourcen fr ihr weiteres Wachstum akquirieren zu mssen. In den Augen potenzieller Investoren ist vor allem das Marketing von groer Bedeutung fr den Erfolg solcher Unternehmen. Aus diesem Grund unterstucht Alexander Hahn in drei empirischen Studien den Einfluss marketingbezogeneer Determinanten auf die Akquise von Ressourchen durch junge Technologieunternehmen. Der Autor kann unter anderem zeigen, dass Marketingvorstnde und Trademarks junger Technologieunternehmen die Ressourcenakquise frdern knnen.
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