New contribution of our chair in the latest issue of the Mannheim Business Research Insights

We are happy to be featured in the latest issue of the Mannheim Business Research Insights.

In “Making a First Impression as a Start-Up – Strategies for a successful digital innovation launch”, Dr. Elisa Konya-Baumbach, Prof. Dr. Sabine Kuester, Prof. Dr. Monika Schuhmacher, and Victoria Kuharev share insights on how start-ups and unknown brands of established companies can overcome consumers’ low initial trust perceptions to successfully launch digital innovations.

Link to the Mannheim Business Reasearch Insights: https://www.bwl.uni-mannheim.de/media/Fakultaeten/bwl/Dokumente/Broschueren/Research_Insights_FSS_2020_FINAL_topqualitaet_Druckboegen.pdf