Start-Ups and the Mobilization of Social Interactions

By Bernard Cova, Anicet Nemani, Franck Barès

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.

• Format: Paperback
• Language: English
• ISBN: 1804556092
• ISBN13: 9781804556092
• Release Date: June 2023
• Publisher: Emerald Publishing Limited
• Length: 176 Pages
• Weight: 0.50 lbs.
• Dimensions: 0.2" x 5.5" x 8.4"