Networks and Their Relevance to the Entrepreneurial/Marketing Interface: A Review of the Evidence

Eleanor Shaw
1999 Journal of Research in Marketing and Entrepreneurship  
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
more » ... ts 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.
doi:10.1108/14715209980001554 fatcat:3h2byctrmnbrfpniawcof5taom