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Alternative Marketing Approaches for Entrepreneurs

Björn Bjerke

Consumers have, to a large extent, become their own producers; they are more aware of marketing and are active in adding value to the products and experiences they want. By assessing customers as active agents rather than passive consumers, Björn Bjerke explores alternative ways of marketing for new businesses and social entrepreneurial ventures.
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Chapter 5: Knowledge development of leadership

Björn Bjerke


This chapter looks at leaders as a function in society, and tries to define the characteristic thoughts and behaviours of people trying to excel in pursuing leadership. It explores contextual theories of the leadership phenomenon and its results and effects, and the concept that understanding followers better leads to a clearer understanding of what leadership actually is. The chapter ends by categorising leaders as considering followers, versus understanding them as co-creators of leader-follower outcomes; this concept guides the rest of the book.

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