Entrepreneurial Marketing by Networking

Gilmore, Audrey; Carson, David

doi:10.1108/neje-02-02-1999-b004

Cited by 107 publications

(100 citation statements)

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“…The salience of networks and networking to small firms is well versed in entrepreneurship research (Aldrich and Zimmer 1986;Birley 1985;Hoang and Antoncic 2003;Gilmore and Carson 1999;Johannisson 1986;O'Donnell et al 2001;Shaw 2006), and need not be recounted in detail here. In common with network studies, Burt (1992) suggests that social capital creates advantage in '… the way in which social structure renders competition imperfect by creating entrepreneurial opportunities for certain players and not for others ' (p.157).…”

Section: Entrepreneurial Capital and Small Professional Service Firmsmentioning

confidence: 99%

Conceptualising entrepreneurial capital for a study of performance in small professional service firms

Stringfellow

Shaw

2009

International Journal of Entrepreneurial Behavior &Amp; Research

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Purpose of this paperThe purpose of this paper is to develop a robust theoretical framework for exploring the longitudinal impact of social capital on the performance of small business service firms. Design/methodology/approachThis conceptual paper builds upon theories of capital, particularly entrepreneurial capital, to develop a theoretically robust framework within which to consider the longitudinal impact of social capital on small business service firms. FindingsReviewing the current literature on entrepreneurial capital demonstrates the difficulty in isolating capital in its various forms due to the convertibility and overlapping nature of different types of capital. Also problematic is the issue of the impact of time and the effect which changing amounts and types of capital can have on firm performance. The conceptual model proposed addresses these concerns by exploring social capital in a sector where financial capital presents less of a barrier to entry and where owners' human capital, particularly their educational achievement, is broadly similar. To capture process-based data, three key stages in the entrepreneurship process are explored: nascent, start-up and established. Practical implicationUnderstanding the changing structure and relational aspects of social capital over time and its impact on performance will assist small business owners in utilising their relationships more effectively. Although this study focuses on small professional service firms it may also be applicable to other sectors, or be used in replicated studies with other professions. What is original/value of paperThe conceptual framework proposed recognises the overlapping and convertible nature of different forms of capital. Further it recognises the fluctuating nature of entrepreneurial capital over time and the different outcomes which can emerge from social capital.

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Section: Entrepreneurial Capital and Small Professional Service Firmsmentioning

confidence: 99%

Conceptualising entrepreneurial capital for a study of performance in small professional service firms

Stringfellow

Shaw

2009

International Journal of Entrepreneurial Behavior &Amp; Research

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“…Hills, Hultman e Miles Assim, o networking desses indivíduos junto aos clientes aparece como peça essencial para alcançar o êxito organizacional, permitindo à empresa alcançar soluções inovadoras e satisfatórias para as eventuais barreiras encontradas (Gilmore & Carson, 2001). No caso da Chilli Beans, a relevância do uso da comunicação é nitidamente confirmada.…”

Section: Big Bang Revisitadounclassified

"E Se Colocar Pimenta?": A Construção Empreendedora Da Chilli Beans

et al. 2015

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RESUMOCrescentemente, as marcas ocupam maior relevo no desempenho de mercado das empresas. A abordagem mais comum na teoria de gestão de marcas é de orientação estratégico-gerencial. No entanto, muitas marcas tornaram-se exitosas adotando uma lógica "não convencional", indicando uma construção empreendedora de marca, pautada, sobretudo, pela intuição. Identificamos a Chilli Beans como uma marca que ilustra esse fenômeno. O objetivo do estudo foi identificar as práticas adotadas pelo empreendedor da marca para torná-la exitosa. Para investigá-la, adotamos a narratologia como meio de reconstruir a história da marca. Os dados foram coletados por meio de entrevistas narrativas e dados secundários. Os resultados revelam vários aspectos adotados nesse processo, os quais são compreendidos sob a perspectiva do marketing empreendedor. Assim, o estudo contribui para o entendimento desse fenômeno por chamar a atenção para aspectos pouco investigados no campo do marketing: uma abordagem empreendedora da gestão de marcas. PALAVRAS-CHAVE

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“…Moreover, the authors Gilmore and Carson (1999) agree that networking is the key to successful performance of a small business, but this network should incorporate individ uals external to the organisation, company's employees and also other organisations. Andersson and Soderlund (1988) offer that this kind of socializing revolves around personal contacts, social and business networks.…”

Section: Classification Of Trust Categories and Implementationmentioning

confidence: 99%