Mukul, Kumar; Pandey, Neeraj; Saini, Gordhan K. - In: Asia Pacific Journal of Marketing and Logistics 34 (2021) 9, pp. 1864-1879
Purpose: This study explores the relevance of social capital resources generated through networks to address the marketing challenges of startups. It looks into the marketing issues faced by startup firms in emerging markets and examines how they leverage their social capital to reach out to...