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Paper info: Early stage network engagement strategies in the network capability development of new ventures

Title


Early stage network engagement strategies in the network capability development of new ventures

Authors


Helen McGrath
University College Cork
Ireland
Helen McGrath and Thomas O’Toole

Place of Publication


The paper was published at the 35th IMP-conference in Paris, France in 2019.

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Abstract


New ventures have strong strategic impetus for engaging with networks to overcome their classic limitations of being small and new. This paper identifies the early stage network engagement strategies that new ventures employ to gain traction in interaction in the development of network capability. Early stage new venture engagement strategies are the initial experimental postures new ventures use to activate their business-to-business networks. Our qualitative study, based on 24 new ventures in Ireland, Belgium and the USA, identifies five early stage network engagement strategies: (1) co-branding/Co-promoting; (2) social media platforming; (3) from maker to adapter; (4) business-to-business referrals; and (5) network role. Our paper adds to the growing body of literature that places interaction, relationships and networks at the heart of strategy making and provides important insights for new ventures, which may lead to earlier and greater success for the firms.