Peran Jaringan Sosial untuk Membantu Mendapatkan Akses Pasar
Keywords:
social networks, market access, weak ties, structural holes, social capitalAbstract
Social networks facilitate market access through the transfer of information via weak ties, the transfer of legitimacy through recommendations, and direct access to resources. The theory of the strength of weak ties explains the non-redundant information provided by acquaintances with whom one rarely interacts. The theory of structural holes highlights the benefits of connecting unconnected groups. Social capital consists of bonding capital for internal support, bridging capital for cross-group information access, and linking capital for access to formal institutions. Network effects amplify value as membership grows, but over-embeddedness can be counterproductive. Entrepreneurs need to balance strong and weak ties and diversify their networks. Measurements using social network analysis identify structural holes. The ability to build and mobilize networks is a core competency for successful market access.
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