Keywords: Technology startups
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Journal Articles
Journal of Product & Brand Management (2025) 34 (1): 136–150.
Published: 16 July 2024
... seeking an omni-digital experience. In particular, small entrepreneurial companies such as high-technological startups, defined by Santisteban et al. (2021) as “small, dynamic, flexible, high-risk companies that have a reproducible and scalable business model […] and provide innovative IT-based...

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