Strategic Brand Venturing for Venture Capital Investing Companies Active in Electronic

The companies have to utilize available capacities in start-ups especially those active in E-commerce because of the necessity of aligning with other countries and accessing success in domestic and global markets. However, creation of investing relationship between corporate venture capital and start-ups, requires utilizing strong and correct management. The previous research and models on process VC/CVC investment partly have promoted main factors affecting the formation process of venturing and until now less attention has been paid to present a comprehensive model with whole effective aspects on core investment phenomenon, especially in the developing countries like Iran. So, this paper uses a grounded theory approach and also semi-structured interviews with 13 experts and managers in CVC/VC firms, in order to identify factors influencing on formation process SBV investment in Iran. The obtained findings of the data analysis from interviews are shown by 18 factors classified within six categories including the core phenomenon relates to formation process of SBV investment, causal conditions, contextual and intervening conditions, and consequences. The results of this study totally help active members in ecosystem to create appropriate conditions for correct measurement in VC firms at E-commerce field.