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’. Apart from 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 self-employed. The theoretical grounding of the study may have implications for similar enquiries across national and cultural boundaries.