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Sabine Müller, Ph.D.Assistant Professor
Department of Marketing and Management
School of Business and Social Sciences
Aarhus University, Denmark
The Stories They Tell:The role of spatial context in
entrepreneurial storytelling
4th Research forum on small and medium-sized enterprises: Chur 2015
Topicality: E’ship and Regional Development
OutcomesActivities Drivers /
Structural Conditions
Regional
DevelopmentEntrepreneurship
Regional/Spatial
Context
Topicality: E’ship and Regional Development
OutcomesActivities Drivers /
Structural Conditions
Regional
DevelopmentEntrepreneurship
Regional/Spatial
Context
Spatial context influences entrepreneurial
processes but it is less clear HOW it influences
these on a local level
Rural regions typically suffer from resource scarcity,
inadequate infrastructure, small markets and limited access
to human and financial capital (Morgan, 1997; OECD, 2006)
THEORY Background
I) Resource affordances
Rural regions typically suffer from resource scarcity,
inadequate infrastructure, small markets and limited access
to human and financial capital (Morgan, 1997; OECD, 2006).
In difficult conditions entrepreneurs may create
opportunities from resources that are readily available (Baker
& Nelson, 2005); “otherness” of the periphery may become an
advantage (Anderson, 2000).
THEORY Background
I) Resource affordances
Entrepreneurial activity influenced by how well resources
are connected to other spatial contexts or markets.
Access to relevant markets is challenging for entrepreneurs
in rural areas (Kalantaridis & Bika, 2011)
THEORETICAL Background
STORYTELLING can be an important tool to connect
local resources to non-local (global) flows by making place-
based resources transferable and comprehensible to a
broader (non-local) audience (Johnstone and Lionais, 2004)
II) Bridging to contexts (economic geography)
Research QUESTION
How do entrepreneurs
utilize the spatial
context in their
storytelling ?
… in order to construct a
compelling entrepreneurial
narrative?
CONCEPT: Spatial context
Spatial context defined as (Thornton and Flynn, 2003)
Provides entrepreneurs with opportunities and set
boundaries for their actions (McKeever et al., 2014; Jack and Anderson, 2002)
resource-based, i.e. natural boundaries
(mountains, valleys, islands)
cognitive- & culture-based, i.e. social
boundaries (communities, neighbourhoods)
CONCEPT: Storytelling
• Builds legitimacy for the new entrepreneur and his/her new
venture (Garud et al., 2014)
• Generates interest and commitment from customers &
potential investors (Martens et al., 2007; Hjorth and Steyaert, 2004; O'Connor, 2004)
• Helps to understand venture’s identity and nature of
opportunity “make the unfamiliar familiar” (Martens et al., 2007;
O'Connor, 2004, Lounsbury & Glynn, 2001)
Multiple embedded CASE STUDY
3 regions
Regional observations Site visits, Observations, PhotographsExperiencing
28 Ventures
Expert interviews Semi-structured interviews (90-120 min)Enquiring
Archival documents Org. documents, News clips, WebsitesExamining
North
Djursland
Wadden
Sea
Island of
Samsø
Local resources (25)
Reusing place-specific
resources (11)
Collaborating and partnering
w/ locals (24)
Involving and empowering
community (18)
Entrepreneurs create synergies between local resources, place and products
Commoditizing localness and
heritage through storytelling (18)
Highly localized storytelling• Use place-specific resources
• Local and non-local customers
• Local and non-local market place/outlet
the Entrepreneur & Entrep. Journey the Quality/Authenticity of the product
the Place of origin (resource-based)
What are stories about?
the Community of origin (cognitive-based)
Local resources become commoditized, i.e. made more
valuable through storytelling Premium Price
Communicate the origin and authenticity of the product and
entrepreneur, make them relatable to non-local customers
Legitimizes the products and new venture
Storytelling an effective tool to CONNECT to non-local
markets (≠ niche market)
Place brand / Image
PRODUCT & STORY
Local raw materials
Local partnerships
Community involvement
ContributionsSumming up
Entrepreneurs utilize a multitude of place-specific stories Natural and Cultural amenities
Community
History & Heritage
Image and Place brand
Storytelling is an important tool to legitimize the business and
product and reach non-local
customers who are willing to pay a premium price
Contextualizing research
• Dynamic interaction between
(rural) place and localized
entrepreneurial activities
(storytelling)
• Endowments of spatial context
enable entrepreneurial
storytelling to create powerful
narratives
• Through storytelling
entrepreneurs mobilize and
connect place-specific (local)
resources to wider audience
implications for growth and
regional developmentwww.slideshare.net/sabine_mueller