the stories they tell: the role of spatial context in entrepreneurial storytelling

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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

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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)

Study Design

Aarhus

Copenhagen

Island of Samsø

Wadden Sea

North Djursland

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

Findings

How do entrepreneurs utilize the

spatial context in their storytelling

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