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JOURNAL OF APPLIED BUSINESS AND ECONOMICS
Startup Marketing: Leveraging Leverage
Author(s): Michael J. Swenson, Gary K. Rhoads, David B. Whitlark
Citation: Michael J. Swenson, Gary K. Rhoads, David B. Whitlark, (2014) "Startup Marketing: Leveraging Leverage," Journal of Applied Business and Economics, Vol. 16, Iss. 6, pp. 56-62
Article Type: Research paper
Publisher: North American Business Press
Abstract:
The resource allocation task of top management has received significant attention from researchers and
practitioners alike. Managers are advised to increase allocation efficiency--assign the right resources to
the most promising opportunities. Much less attention has been given to the task of resource leverage
(Hamel and Prahalad, 1994). Entrepreneurs quickly discover that they cannot match the resources of
larger competitors. Because they must do more with less, they seek to leverage their own resources and
the resources of others. We use the term "leveraging leverage" to identify entrepreneurial practices that
leverage the resources of others.
