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.
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