Creative Adaptation of Knowledge Resources: Evidence from Early-Stage Entrepreneurs

Abstract

Prior research demonstrates the importance of knowledge seeking on startup performance, but the process of accessing knowledge is less studied. This study explores the communicative strategies entrepreneurs use to cope with knowledge ambiguity, specifically with the use of online and offline channels. Interview data were collected from 20 early-stage entrepreneurs in the knowledge-intensive industries in the New York metropolitan area. Five strategies emerged from the data coding: manage public visibility, optimize knowledge relevance, enhance communication efficiency, expand knowledge awareness, and access indirect knowledge. The findings suggest that when knowledge ambiguity is unavoidable and predictable in a nascent market, entrepreneurs leverage media channels and social networks strategically to facilitate the access, interpretation, and generation of knowledge.