Marketing de ideias e constru？？o de redes: As duas vias de atrac？？o de recursos para novos empreendimentos

this article presents a framework to explain how entrepreneurs attract critical resources to venture creation and development. we conceive the entrepreneur as a magnetizer establishing relationships with relevant resource-holders through two possible routes: a direct route refering to how the entrepreneur seeks to engage others in the venture and to persuade them to support his/her entrepreneurial efforts; and an indirect route concerning the magnetic effects of his/her social network positions and venture legitimacy. the framework ads to entrepreneurship theory by adopting a meso-level stance which privileges neither the individual personality traits, nor the macro socio-economic-cultural constraints. practical contributions are discussed in the end of the article.