Chinese Entrepreneurs in Network Marketing Organizations: A Culture-Moderated Social Capital Perspective

Abstract

Using a combination of participatory observations, in-depth interviews, and documentary analysis, the study examines how Chinese entrepreneurs develop their network marketing business by leveraging network forms of social capital. The findings support a culture-moderated social capital perspective that the characteristics and usefulness of social capital are determined by cultural practice prevailing in a particular social structure, and thus address an unsolved issue in entrepreneurship: why some of the ethnic groups are overrepresented in the small business and entrepreneurial sector.

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