Change seller name in iTMS?

Hello all,
does anyone know if it is possible to change the name under which you sell your applications in the AppStore? Is this also possible once you have started selling applications?
Can individuals also choose to sell under a "corporate name" instead of their own real name?
Any help is greatly appreciated.
Yours,
Felix

I asked Apple about this when I signed up and they said it is possible to change the name when you submit your first application.
There are more details in this thread from someone who has done this:
http://discussions.apple.com/thread.jspa?messageID=7583517&#7583517

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