What term does Sutton use to describe the costs of establishing a credible brand?

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Sutton uses the term "endogenous sunk cost" to describe the costs of establishing a credible brand. This term refers to the initial investment that a company makes to create a product or service that meets customers' needs, builds a brand and develops brand recognition. These costs cannot be recovered if the product or service is not successful, and they are a necessary part of establishing a credible brand in a competitive market.

What Term Does Sutton Use to Describe the Costs of Establishing