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Bibliographic Details

Title: Start-Ups and the Mobilization of Social Interactions
Publisher: Emerald Publishing Limited
Publication Date: 2023
Language: English
ISBN 10: 1804556092
ISBN 13: 9781804556092
Binding: Soft cover
Condition: very good

About this title

Synopsis

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.

About the Author

Franck Bar�s is Professor of Entrepreneurship at HEC Montr�al (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.

"About this title" may belong to another edition of this title.

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