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is it possible with a personal id to sell as a company?

As with a personal APPLE ID it is possible at ITUNES CONNECT to create several users, I wonder if I can create one for a small company (publishing) that indeed is looking forward to sell (the iBooks)? It got an Employer Id Number (EIN) for this company

Or, should I create an APPLE ID for the company (if this can be done?...), then log up to ITUNES STORE, and use the EIN that I got.