| Several researchers postulate that facilitating entrepreneurial networks is a key to promoting entrepreneurial vitality in a region. By definition, networks require “membership” to exist. The focus of this research was to investigate methods to enhance member involvement in entrepreneur network organizations (ENOs), defined as member-based organizations which sponsor structured activities and are committed to encouraging entrepreneurial firm member growth and facilitating firm starts in their geographic area. Increased member involvement is expected to strengthen the relationship between members and the ENO, building from concepts in relationship marketing.; Six entrepreneur network organizations participated in the study, resulting in 205 usable surveys. Using structural equation modeling, the overall concept of organizational marketing strategies being mediated by the attitudinal variables of commitment and trust, which in turn may be related to behavior, was supported. Several measurement items and latent variables were deemed unimportant in the overall model. Most notably, only enhancement of member interdependence and core service performance emerged as important independent latent variables, or marketing strategies that might be employed by ENOs. Core service performance showed a direct relationship with participation as well as being mediated by instrumental commitment and trust. Measures of affective commitment were not important to the overall model. Normative commitment was positively related to both instrumental commitment and retention along with participation. A surprising negative relationship is noted between trust and participation. Control variables of business size (number of employees), years in business, and length of membership in the organization did not appear to be significantly related to attitudes or behaviors.; Of particular interest may be the role of normative commitment. Various types of commitment have rarely been examined in a marketing context, and apparently not at all in an entrepreneurial setting. Given the unique missions of ENOs, which include both serving entrepreneurial companies and supporting the “greater good” of economic development, normative commitment may play a very unique and powerful role in encouraging specific types of ENO member behavior. Implications for ENO leadership and further research are discussed. |
