Gateways to Market Entry Ali, Haider.
By: Ali, Haider
Material type:
ArticlePublisher: 1995Description: 49-69Subject(s): Marketing | EntrepreneurshipOnline resources: Click here to access online
In:
The Journal of EntrepreneurshipSummary: This paper explores the role of network usage, by the start-up self-employed, as a means of attracting customers. Following the theoretical rationale developed here, the network need only be used by business owners who sell goods/services which entail customer-perceived risk. For others, it may be possible to gain market entry by selling to people the business owner does not know-’outsiders’. Apart from its implications for future research, this study may be of utility for those involved in the training of people starting micro-businesses and the start-up self-employed. The theoretical grounding of the study may have implications for similar enquiries across national and cultural boundaries.
| Item type | Current location | Call number | Vol info | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
Articles
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Ahmedabad (HO) | (Browse shelf) | Vol. 4, Issue. 1 | Available | 000983 |
This paper explores the role of network usage, by the start-up self-employed, as a means of attracting customers. Following the theoretical rationale developed here, the network need only be used by business owners who sell goods/services which entail customer-perceived risk. For others, it may be possible to gain market entry by selling to people the business owner does not know-’outsiders’. Apart from its implications for future research, this study may be of utility for those involved in the training of people starting micro-businesses and the start-up self-employed. The theoretical grounding of the study may have implications for similar enquiries across national and cultural boundaries.
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