Franck Barès is Professor of Entrepreneurship at HEC Montréal (Canada).Bernard Cova is Professor of Marketing and Sociology of Consumption at Kedge Business School in Marseille (France), and a Visiting Professor at Bocconi University in Milan (Italy).Anicet Nemani is an expert on digital marketing. He is the founder of BIMSTR, the first Cameroonian music platform, a digital success story with more than 1,000,000 followers on Facebook.

Start-Ups and the Mobilization of Social Interactions isn’t just for entrepreneurs. It is for everyone who wants to understand how to build a new way to do business that harnesses the power of social connectedness, community, and the spirit of activism.

• Introduction Chapter 1. Understanding Brand Communities Chapter 2. Defending a Cause and Launching a Movement Chapter 3. Recruiting Volunteers Chapter 4. Encouraging interactions and sharing stories Chapter 5. Developing Rituals Chapter 6. Adding Linking Value to the Value Proposition Chapter 7. Evolving from a Community Movement to an Entrepreneurial Project Chapter 8. Community 1st – Start-Up 2nd Chapter 9. Achieving a Different Kind of Entrepreneurship

Franck Barès is Professor of Entrepreneurship at HEC Montréal (Canada).Bernard Cova is Professor of Marketing and Sociology of Consumption at Kedge Business School in Marseille (France), and a Visiting Professor at Bocconi University in Milan (Italy).Anicet Nemani is an expert on digital marketing. He is the founder of BIMSTR, the first Cameroonian music platform, a digital success story with more than 1,000,000 followers on Facebook.

Start-Ups and the Mobilization of Social Interactions isn’t just for entrepreneurs. It is for everyone who wants to understand how to build a new way to do business that harnesses the power of social connectedness, community, and the spirit of activism.

• Introduction Chapter 1. Understanding Brand Communities Chapter 2. Defending a Cause and Launching a Movement Chapter 3. Recruiting Volunteers Chapter 4. Encouraging interactions and sharing stories Chapter 5. Developing Rituals Chapter 6. Adding Linking Value to the Value Proposition Chapter 7. Evolving from a Community Movement to an Entrepreneurial Project Chapter 8. Community 1st – Start-Up 2nd Chapter 9. Achieving a Different Kind of Entrepreneurship

Franck Barès is Professor of Entrepreneurship at HEC Montréal (Canada).Bernard Cova is Professor of Marketing and Sociology of Consumption at Kedge Business School in Marseille (France), and a Visiting Professor at Bocconi University in Milan (Italy).Anicet Nemani is an expert on digital marketing. He is the founder of BIMSTR, the first Cameroonian music platform, a digital success story with more than 1,000,000 followers on Facebook.

Start-Ups and the Mobilization of Social Interactions isn’t just for entrepreneurs. It is for everyone who wants to understand how to build a new way to do business that harnesses the power of social connectedness, community, and the spirit of activism.

• Introduction Chapter 1. Understanding Brand Communities Chapter 2. Defending a Cause and Launching a Movement Chapter 3. Recruiting Volunteers Chapter 4. Encouraging interactions and sharing stories Chapter 5. Developing Rituals Chapter 6. Adding Linking Value to the Value Proposition Chapter 7. Evolving from a Community Movement to an Entrepreneurial Project Chapter 8. Community 1st – Start-Up 2nd Chapter 9. Achieving a Different Kind of Entrepreneurship