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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.
Start-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.
Franck Barès is Professor of Entrepreneurship at HEC Montréal (Canada).
Bernard Cova is Professor of Marketing and Sociology of Consumption at Kedge Business School in Marseille (France), and a Visiting Professor at Bocconi University in Milan (Italy).
Anicet Nemani is an expert on digital marketing. He is the founder of BIMSTR, the first Cameroonian music platform, a digital success story with more than 1,000,000 followers on Facebook.
Introduction
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