Description
Book SynopsisWith 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.
Trade ReviewStart-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, USA
Table of ContentsIntroduction
Chapter 1. Understanding Brand Communities
Chapter 2. Defending a Cause and Launching a Movement
Chapter 3. Recruiting Volunteers
Chapter 4. Encouraging interactions and sharing stories
Chapter 5. Developing Rituals
Chapter 6. Adding Linking Value to the Value Proposition
Chapter 7. Evolving from a Community Movement to an Entrepreneurial Project
Chapter 8. Community 1st – Start-Up 2nd
Chapter 9. Achieving a Different Kind of Entrepreneurship
