Social capital as a strategic resource in the new realities of the business environment
When markets are unstable, the usual growth tools — advertising, hiring, scaling — lose predictability. The financial model that worked three years ago is failing today. Operational efficiency runs into the ceiling. And at that moment, the owner discovers that his main asset is not a warehouse, not equipment, and not even a team. Reputation. Trust. This is what economists call social capital—and what most entrepreneurs still haven't learned how to count, accumulate, and protect.