Start-Ups and the Mobilization of Social Interactions / Franck Barès, Bernard Cova, and Anicet Nemani.

Format:

Book

Author/Creator:

Barès, Franck, author.

Cova, Bernard, author.

Nemani, Anicet, author.

Language:

English

Subjects (All):

Entrepreneurship.

New business enterprises.

Social entrepreneurship.

Physical Description:

1 online resource (174 pages)

Edition:

First edition.

Place of Publication:

Bingley, England : Emerald Publishing Limited, [2023]

Summary:

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.

Contents:

Intro

Half Title Page

Title Page

Copyright Page

Contents

List of Figure and Table

Introduction

1: Understanding Brand Communities

A Contemporary History of the Notion of Community

The Prehistory: Subcultures and Fandoms

The Era of Tribes

The Invention of Online Communities

The Advent of Communities of Practices

The Rising Power of Brand Communities

Support for Communities: Social Networks

Brand Communities

Constructing a Community Around a Brand

Capitalizing on an Existing Community United Around the Brand

Co-opting an Existing Community With No Initial Link to the Brand

Creating a Community Around a New Brand

1. Advocate a Cause and Launch a Movement

2. Recruit Volunteers and Ask for Their Collaboration

3. Foster Online and Offline Interactions

4. Develop Rituals

5. Insert Linking Value into the Value Proposition and Put it at the Heart of the Business Model

Notes

2: Defending a Cause and Launching a Movement

Why Are Individuals Today Attracted by the Opportunity to Defend a Cause?

Why Do People Today Join a Movement to Defend a Cause?

Improving the World

Saving Whatever Can Still Be Saved

Launching a Movement and Bringing about the Emergence of a Community

The Difficult Transition to the Creation of a Business

3: Recruiting Volunteers

Volunteering and the Changes that it Has Undergone

From Brand Ambassadors to Brand Volunteers

Being a Volunteer for a Start-up Brand

The Levers of Volunteering

4: Encouraging Interactions and Sharing Stories

A Brand Model Named N.A.M.E.

N for Narrative: Stories Instead of Histories

A for Ambiguity: Contradiction Instead of a Coherent Positioning

M for Mystery: A Permanent Grey Area Instead of Full Transparency.

E for Entertainment: Giving Consumers the Pleasure of Talking About It

Authentic Life Stories

Online Rallying Cries and Hashtags

Battles and Jackpot Fundraisers

5: Developing Rituals

Rites: From the Sacred to the Profane

Commercial Micro-rites and Macro-rites

Brandfests: A Contemporary Macro-rite Both Online and Offline

Start-ups and the Creation of Rites

The SoulCycle Micro-rite: The Collective Blowing Out of Candles

The Tough Mudder Micro-rite: Swapping Photos of People Wearing a Brand Headband

Silent Night, a Silent Macro-rite

The Teddy Bear Toss, a Charitable Macro-rite

Rewriting Rituals

6: Adding Linking Value to the Value Proposition

From Social Connectivity to Linking Value

Linking Value: A Consumer Co-production

Reasons for Doing Together with Others Things That a Person Can Do By Themself

The Consequences of Not Generating Any Linking Value

7: Evolving from a Community Movement to an Entrepreneurial Project

Anicet, Bimstr and the Z'Experts' Community

Championing a Cause and Starting a Movement

Recruiting Volunteers and Orchestrating the Work They Do Together

Fostering Online and Offline Interactions

The BIMSTR Challenge

Facebook's Super Fan Badge

Developing BIMSTR Rituals

Making Connectivity Central to the Value Proposition

Project Founder Feedback: Transitioning from Seminal Struggles to Hohaaa Marketing

Step 1 Challenges: Advocating a Cause and Starting a Movement

Step 2 Challenges: Recruiting Volunteers and Organizing Collaboration

Step 3 Challenges: Fostering Online Interactions

Step 4 Challenges: Developing Rituals

Step 5 Challenges: Making Emotional Connectivity a Core Element in the Value Proposition

8: Community 1st - Start-up 2nd

Guidelines: Key Process Stage Factors.

Stage 1 Milestones: Advocating a Cause and Launching a Movement

Stage 2 Milestones: Recruiting Volunteers

Stage 3 Milestones: Fostering Interactions and Sharing Stories

Stage 4 Milestones: Developing Rituals

Stage 5 Milestones: Inserting Linking Value into the Value Proposition

Post-launch, The Community Will be Both Essential But Also Burdensome

Glossier: When a Company Detaches From Its Community

Filoni: Ongoing Symbiosis With a Community

9: Achieving a Different Kind of Entrepreneurship

Contributions and Limitations of the Business ModelS

The Business Model Canvas: Putting a Value Proposition at the Heart of a Business Model

Lean Canvas: Iterative Dynamics Associated With a Business Model

Community Models in the Service of Entrepreneurial Projects

The Double Temporality of Community and Company Development

The Junction Between the Two Models and the Social Value Proposition

New Statutory Forms That are More Adapted

Notes.

Notes:

Description based on publisher supplied metadata and other sources.

Description based on print version record.

Other Format:

Print version: Barès, Franck Start-Ups and the Mobilization of Social Interactions

ISBN:

1-80455-606-8

OCLC:

1381708621