How novice and experienced entrepreneurs name new ventures
通过对比新手和连续创业者为同一家公司命名的过程，发现两者采用不同的命名策略，分别侧重于认知和情感共鸣，揭示了创业经验对企业命名决策的影响。
We examine the role of entrepreneurial experience in shaping a key decision that every entrepreneur has to make: naming their new venture. Using a qualitative approach, we compare and contrast serial and novice entrepreneurs as they name the same company. We find several naming practices and show that novice and serial entrepreneurs use distinct naming strategies reflecting appeals to cognitive and emotional resonance. Our findings contribute to theory on firm names with a much-needed account of naming practices and provide insights for research on legitimation by showing that differences in entrepreneurial experience are consequential for venture naming decisions.