Start-Ups and the Mobilization of Social Interactions

Franck Barès, Bernard Cova, Anicet Nemani

• Publisher: Emerald Publishing Limited
• Year: 2023
• Print ISBN: 9781804556092
• eBook ISBN: 9781804556085
• Topic: Business
• Subtopic: Business Strategy
• Index: Business

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.

Table of contents

• Cover
• Title
• Introduction
• 1. Understanding Brand Communities
• 2. Defending a Cause and Launching a Movement
• 3. Recruiting Volunteers
• 4. Encouraging Interactions and Sharing Stories
• 5. Developing Rituals
• 6. Adding Linking Value to the Value Proposition
• 7. Evolving from a Community Movement to an Entrepreneurial Project
• 8. Community 1st – Start-up 2nd
• 9. Achieving a Different Kind of Entrepreneurship