Can’t always get what I want: Cultural expectations of emotional support in entrepreneurship
通过对丹麦创业者情感支持期望的定性关键事件分析，提出三种文化期望类型，解释创业者如何因期望与所得不匹配而产生不同情绪反应，对理解社会支持效果有启示。
In this article, we develop three ideal types of cultural expectations informed by a qualitative critical event analysis of Danish entrepreneurs’ expectations of emotional support, informing a broader conceptual framework and future research agenda of cultural expectation alignment of support behaviour. We suggest that family relations associate with altruism and a family logic, friends with mutualism and a community logic and businesspersons with egoism and a market logic. These cultural expectations shape how entrepreneurs emotionally react to received support, or lack thereof, from these role-relations, and consequently outcomes of the support. Thus, effects of social support are about ‘what you get’ relative to ‘what you expect’.