The present work contributes to the discussion of female entrepreneurship, with particular focus on digital female entrepreneurship, by asking how female leadership can foster gender justice awareness and female emancipation. A gender-issues driven model of mobilization is presented, drawing on how relational capital is deployed between online and offline community. Looking into Cristina Fogazzi (owner and founder of Veralab) case, we discuss her role in creating an online community that compels loyal customers and engaged followers and had the ability to turn it into offline engagement of its members within gender issue activism. The C.A.O.S. model (Paoloni, P., La dimensione relazionale delle imprese femminili. Franco Angeli, Milano, 2011, 2021) is adopted as interpretative model of the case study to discuss how relational capital is deployed within the dynamic of community creation. Ultimately, we argue that the case presented offers a blueprint on how female entrepreneurship can create value to the firm and relevant stakeholders as well as to increase awareness and social activism toward gender issues, thus enhancing women’s capabilities.
Relational Capital Between Online and Offline: The Case of Cristina Fogazzi
Fioravante Rosa;Del Baldo Mara
2023
Abstract
The present work contributes to the discussion of female entrepreneurship, with particular focus on digital female entrepreneurship, by asking how female leadership can foster gender justice awareness and female emancipation. A gender-issues driven model of mobilization is presented, drawing on how relational capital is deployed between online and offline community. Looking into Cristina Fogazzi (owner and founder of Veralab) case, we discuss her role in creating an online community that compels loyal customers and engaged followers and had the ability to turn it into offline engagement of its members within gender issue activism. The C.A.O.S. model (Paoloni, P., La dimensione relazionale delle imprese femminili. Franco Angeli, Milano, 2011, 2021) is adopted as interpretative model of the case study to discuss how relational capital is deployed within the dynamic of community creation. Ultimately, we argue that the case presented offers a blueprint on how female entrepreneurship can create value to the firm and relevant stakeholders as well as to increase awareness and social activism toward gender issues, thus enhancing women’s capabilities.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
