...Kumar Mukul; Neeraj Pandey; Gordhan K. Saini Purpose This study explores the relevance of social capital resources generated through networks to address the marketing challenges of startups. It looks into the marketing issues faced by startup firms in emerging markets and examines how...

... limitation of this study is sample size (75). Hence, the findings of this study may not be generalisable. Practical implications The findings of this study suggest that higher ability to bond disparate actors in network of business firm (TIO) have a strong and favorable impact on improving the RQ...