The interplay between entrepreneurs and their network is complex and the complexity increases both with firm development and secondly by the number of networks the firm actively engages with for marketing activities. Capturing the interface between entrepreneurial marketing practices and network management will provide an enhanced understanding of the interactional dynamics of how entrepreneurial marketing networks are viewed and managed by entrepreneurs and will bring to the fore issues of the nature on the network relationship, the involvement of the entrepreneur, how they manage and sustain relevant networks.
Entrepreneurs need to view networks as a resource and not only the means of generating access to resources and further should be considered more holistically to incorporate structure, process and outcomes as these interlinked and interconnected. It is important to develop network management as a marketing and organisational learning competency as well as a resource.
Fillis,I, and Telford, N, K