Start-Ups and the Mobilization of Social Interactions

Häftad, Engelska, 2023

AvFranck Barès,Bernard Cova,Anicet Nemani,Canada) Bares, Franck (HEC Montreal,France) Cova, Bernard (KEDGE Business School Marseilles,Cameroon) Nemani, Anicet (BIMSTR Agency Yaounde

369 kr

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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.

Produktinformation

Utgivningsdatum2023-06-12
Mått138 x 216 x 9 mm
Vikt224 g
FormatHäftad
SpråkEngelska
Antal sidor176
FörlagEmerald Publishing Limited
ISBN9781804556092

Tillhör följande kategorier

Affärsstrategi inom Ekonomi och Ledarskap
Affärsutveckling inom Ekonomi och Ledarskap
Entreprenörskap inom Ekonomi och Ledarskap

Franck Barès is Professor of Entrepreneurship at HEC Montréal (Canada).Bernard Cova is Professor of Marketing and Sociology of Consumption at Kedge Business School in Marseille (France), and a Visiting Professor at Bocconi University in Milan (Italy).Anicet Nemani is an expert on digital marketing. He is the founder of BIMSTR, the first Cameroonian music platform, a digital success story with more than 1,000,000 followers on Facebook.

Introduction Chapter 1. Understanding Brand Communities Chapter 2. Defending a Cause and Launching a Movement Chapter 3. Recruiting Volunteers Chapter 4. Encouraging interactions and sharing stories Chapter 5. Developing Rituals Chapter 6. Adding Linking Value to the Value Proposition Chapter 7. Evolving from a Community Movement to an Entrepreneurial Project Chapter 8. Community 1st – Start-Up 2nd Chapter 9. Achieving a Different Kind of Entrepreneurship

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