Cutting Through the Noise: Differentiation Strategy Development in Entrepreneurial Apparel E-commerce Ventures
Early-stage apparel e-commerce ventures frequently struggle to achieve visibility in saturated digital markets with high degrees of societal noise. Hence, this thesis employs the Gioia (2013) methodology to conduct a qualitative multiple-case study in order to explore how resource-constrained entrepreneurs strategically respond to this challenge. The central research question addresses how early-s