Consumer entrepreneurship and cultural innovation: The case of GinO12

Giuseppe Pedeliento, Cristina Bettinelli, Daniela Andreini and Mara Bergamaschi

Journal of Business Research, 2018, vol. 92, issue C, 431-442

Abstract: Although the literature on consumer (or user) entrepreneurship is flourishing, research has focused on sources of product innovation as a driver of consumer entrepreneurial venture establishment and overlooked sources of cultural innovation. By drawing on the theory of cultural innovation, this paper provides a case study on the emergence and rise of a recently established consumer entrepreneurial venture that stands out in the local competitive arena for the cultural positioning that it pursues. Findings drawn from a two-year longitudinal case study combining longitudinal case analysis with enactive research shed light on how consumers can recognize the existence of a cultural opportunity, craft a cultural strategy and structure a firm to exploit this opportunity commercially. The study provides a theoretical and empirical elaboration to link the literature of consumer entrepreneurship with the theory of cultural innovation.

Keywords: Consumer entrepreneurship; Culture; Cultural innovation; Cultural capital; Literacy (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296318301954
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:92:y:2018:i:c:p:431-442

DOI: 10.1016/j.jbusres.2018.04.019

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().