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 language | English |
---|---|
Title of host publication | Handbook of Entrepreneurship and Marketing |
Publisher | Edward Elgar Publishing Ltd. |
Pages | 48-65 |
Number of pages | 18 |
ISBN (Electronic) | 9781785364570 |
ISBN (Print) | 9781785364563 |
DOIs | |
Publication status | Published - 1 Jan 2020 |
Externally published | Yes |