@article{c28b118d774e4a408eaa597584ab3acc,
title = "The Brand Building Process of B2B High-Tech Startups in an Omni-Digital Environment",
keywords = "B2B, Brand building, Digital channels, Omni-digital, Social Practice Theory, Technology startups, B2B, Brand building, Digital channels, Omni-digital, Social Practice Theory, Technology startups",
author = "Mirko Olivieri and Lala Hu",
year = "2025",
doi = "10.1108/JPBM-01-2024-4913",
language = "English",
pages = "136--150",
journal = "THE JOURNAL OF PRODUCT & BRAND MANAGEMENT",
issn = "1061-0421",
number = "34(1)",
}