Start-ups and the mobilization of social interactions

• Main Authors: Barès, Franck (Author), Cova, Bernard (Author), Nemani, Anicet (Author)
• Format: Electronic eBook
• Language: English
• Published: Bingley, U.K. : Emerald Publishing Limited, 2023.
• Subjects: New business enterprises.; Social entrepreneurship.; elektronické knihy; electronic books
• ISBN: 9781804556085
• DOI: 10.1108/9781804556061
• Physical Description: 1 online resource (180 pages)

With this book comes a message that the authors have for management and entrepreneurship experts around the world. Beyond the myth of the 'start-up nation', 'hypergrowth', and speculation on future business value, there exists an alternative form of entrepreneurship that young entrepreneurs are embracing. They call it "entrepreneurial activism" and its philosophy is "community first, start-up second". Guiding entrepreneurs to reap the benefits of brand and market development, the authors present a five-step approach on how to develop a community and launch a start-up within it. This guide explores how best to define a cause and create a movement, to recruit volunteers and create opportunities within a community. The collaboration between the three authors creates an enticing mix of entrepreneurship and marketing perspectives that bridges the academic and professional worlds and shares a wealth of business expertise and experience from three continents.