Celebrity capital as a strategic asset : implications for new venture strategies
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.
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.
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|Item Type:||Book Chapter|
|Keywords:||Celebrity Capital , Venture Strategies, Entrepreneurship|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > Entrepreneurship (150304)|
|Divisions:||Current > Research Centres > Australian Centre for Business Research
Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Management
|Deposited On:||25 Aug 2009 06:08|
|Last Modified:||29 Feb 2012 13:54|
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