Networks and Their Relevance to the Entrepreneurial/Marketing Interface: A Review of the Evidence
Journal of Research in Marketing and Entrepreneurship
ISSN: 1471-5201
Article publication date: 1 July 1999
Abstract
This paper considers the relevance which networks have for research at the Marketing/Entrepreneurship Interface. The paper argues that while there is some evidence to suggest that networks are an important tool for entrepreneurial firms, there is a need to more clearly explain what is meant by the terms “network” and “networking”. It is proposed that by using a definition of networks borrowed from the field of social anthropology, current understanding of the marketing benefits that can accrue to firms which make entrepreneurial use of networks can be advanced. Drawing upon the findings of research which employed such a definition, the paper concludes that networks and the activity of networking are indeed important entrepreneurial marketing tools and that further research attention to these is required to acquire a comprehensive understanding of these.
Keywords
Citation
Shaw, E. (1999), "Networks and Their Relevance to the Entrepreneurial/Marketing Interface: A Review of the Evidence", Journal of Research in Marketing and Entrepreneurship, Vol. 1 No. 1, pp. 24-40. https://doi.org/10.1108/14715209980001554
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited