Resumen

LOPES, Miguel Pereira; CUNHA, Miguel Pina e  y  REIS, Filipa. Marketing de ideias e construção de redes: As duas vias de atracção de recursos para novos empreendimentos. Comport. Organ. Gest. [online]. 2006, vol.12, n.1, pp.115-136. ISSN 0872-9662.

This article presents a framework to explain how entrepreneurs attract critical resources to venture creation and development. We conceive the entrepreneur as a magnetizer establishing relationships with relevant resource-holders through two possible routes: a direct route refering to how the entrepreneur seeks to engage others in the venture and to persuade them to support his/her entrepreneurial efforts; and an indirect route concerning the magnetic effects of his/her social network positions and venture legitimacy. The framework ads to entrepreneurship theory by adopting a meso-level stance which privileges neither the individual personality traits, nor the macro socio-economic-cultural constraints. Practical contributions are discussed in the end of the article.

Palabras clave : Entrepreneurship; resource attraction; idea selling; social networks; magnetic relationships.

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