...Stefanie Wilhelmina Kuhn; Liezl-Marié van der Westhuizen Purpose Handicraft entrepreneurs often lack the marketing funding needed to achieve brand awareness and, ultimately, sales. While positive word-of-mouth (WOM) from customers can bridge the funding gap, handicraft entrepreneurs may not have...

...Sebastian Robledo; John Eider Vasquez; Néstor Darío Duque-Méndez; Veronica Duque-Uribe Purpose Effectuation has received increased attention in the field of entrepreneurship. However, previous studies have focused on performance rather than on networking and word-of-mouth (WOM) marketing...