Celebrity capital as a strategic asset : implications for new venture strategies
Contribuinte(s) |
Lumpkin, G Katz, Jerome |
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Data(s) |
2009
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Resumo |
Despite an increase in businesses started by celebrities, we have limited understanding as to how celebrity entrepreneurs benefit new ventures. Drawing on a reputational capital perspective, we develop the notion of celebrity capital and show how it can be used to uniquely differentiate the venture and to overcome liabilities of newness. We discuss how celebrity capital can negatively influence the venture when negative information about the celebrity surfaces and in terms of limiting the scope of the venture. We discuss the different strategic implications of celebrity capital for ventures using celebrity entrepreneurs versus endorsers. |
Identificador | |
Publicador |
Emerald JAI |
Relação |
DOI:10.1108/S1074-7540(2009)0000011007 Hunter, Erik J., Burgers, Henri, & Davidsson, Per (2009) Celebrity capital as a strategic asset : implications for new venture strategies. In Lumpkin, G & Katz, Jerome (Eds.) Advances in Entrepreneurship Firm Emergence and Growth. Emerald JAI, pp. 137-160. |
Fonte |
Australian Centre for Business Research; QUT Business School; School of Management |
Palavras-Chave | #150304 Entrepreneurship #Celebrity Capital #Venture Strategies #Entrepreneurship |
Tipo |
Book Chapter |