Venture Advocate Behaviors and the Emerging Enterprise
Founders of new ventures need to understand the factors that encourage others to give them the help they need for their new firms to survive and grow—what we call venture advocate behaviors (VABs). A new firm that enables these VABs is able to access resources without a monetary burden because they are activated through social exchanges. In order to enable VABs, founders need to understand the individual characteristics of potential advocates, how they will assess the likelihood of success of the new venture, and the decision rules they will use, such as reciprocity, building socioemotional wealth, and the positive identification the potential advocate has within the local venture ecosystem.
