The network construct is in common usage in entrepreneurship research. However while the increasing use of the construct has furthered our understanding of the phenomenon of entrepreneurship, its popularity has sometimes led to misapplication and inconsistent research findings. Traces the development of the network concept in the two strands of research that have dominated this field, namely inter‐organisational networks and the entrepreneur’s personal network. Discusses the specific contexts in which these two branches have received most attention. Proposes that several key areas have been relatively neglected and offers direction for future research which would serve to improve our understanding of the entrepreneurial process.

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.

PurposeThrough examination of a case study this paper aims to describe a brand re‐positioning exercise and explore how an emotionally driven approach to branding can help create meaningful connections with potential undergraduate students and can positively influence choice.Design/methodology/approachThe paper's approach is a case study description with quantitative analysis in support.FindingsThe use of an emotionally driven branding concept has positively impacted business development and brand likeability within a UK university.Research limitations/implicationsThe paper is specific to one case study and evaluation of success remains relatively early. Initial implications relate to the potential use of emotion in higher education marketing communications and how the use of emotion acted as an enabler of more rational decision‐making processes within the case university context.Originality/valueAn exploration of issues related to the marketing of higher education services is of great importance at this time. The case study described offers value and learning for readers of the journal from both a theoretical and practical perspective.