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Start-Ups and the Mobilization of Social Interactions

Bernard Cova author Franck Barès author Anicet Nemani author

Format:Paperback

Publisher:Emerald Publishing Limited

Published:12th Jun '23

Currently unavailable, and unfortunately no date known when it will be back

Start-Ups and the Mobilization of Social Interactions cover

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.

Start-Ups and the Mobilization of Social Interactions isn’t just for entrepreneurs. It is for everyone who wants to understand how to build a new way to do business that harnesses the power of social connectedness, community, and the spirit of activism.

-- Robert V. Kozinets, Professor, University of Southern California,

ISBN: 9781804556092

Dimensions: 216mm x 138mm x 9mm

Weight: 224g

176 pages