Between tribes and markets: The emergence of a liquid consumer-entrepreneurship

Silvia Biraghi, Rossella Gambetti and Stefano Pace

Journal of Business Research, 2018, vol. 92, issue C, 392-402

Abstract: This study explores how the networked environment of consumer tribes, turned into an online public, can support consumers' capacities to undertake entrepreneurial projects. The work explores how the consumer-entrepreneur designs, constructs, negotiates, and develops a new business venture, born as a tribal endeavor and later evolves in a startup business.

Keywords: Liquid consumer entrepreneurship; Consumer tribes; Brand publics; Productive consumption; Consumer-driven market emergence; Market system dynamics (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:92:y:2018:i:c:p:392-402

DOI: 10.1016/j.jbusres.2018.03.018

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