Gateways to market entry

Abstract

This paper explores the role of network usage, by the start-up self- employed, as a means of attracting customers. Following the theoretical rationale developed here, the network need only be used by business owners who sell goods/services which entail customer-perceived risk. For others, it may be possible to gain market entry by selling to people the business owner does not know—'outsiders'. Apartfrom its implications for future research, this study may be of utility for those involved in the training of people starting micro-businesses and the start-up setf-employed. The theoretical grounding of the study may have implications for similar enquiries across national and cultural boundaries.