Entrepreneurial marketing and networks: The interactional dynamics of entrepreneur and network management

Briga Hynes, Maria Kelly

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

The interplay between entrepreneurs and their network is complex and the complexity increases both with firm development and the number of networks the firm actively engages with for marketing activities. Capturing the interface between entrepreneurial marketing practices and network management will provide an enhanced understanding of the interactional dynamics of how entrepreneurial marketing networks are viewed and managed by entrepreneurs and will bring to the fore issues about the nature of the network relationship, the involvement of the entrepreneur, and how they manage and sustain relevant networks.

Original languageEnglish
Title of host publicationHandbook of Entrepreneurship and Marketing
PublisherEdward Elgar Publishing Ltd.
Pages48-65
Number of pages18
ISBN (Electronic)9781785364570
ISBN (Print)9781785364563
DOIs
Publication statusPublished - 1 Jan 2020
Externally publishedYes

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