Being Consumer to Be an Entrepreneur. On the Trail of New Dimensions of Entrepreneurial Passion

Silvia Ranfagni and Andrea Runfola

Micro & Macro Marketing, 2018, issue 3, 463-480

Abstract: This paper investigates passionate consumption as potential engine of entrepreneurship. Specifically, its main aim is to identify the features of a passion that is born from passionate consumption and which then becomes entrepreneurial. This kind of passion preserves being a consumer in being entrepreneur without threatening the survival of the enterprise. It is therefore a passion that can link the practice of passion through consumption with the business. The empirical analysis proposes case studies of two emblematic firms for the topic under investigation.

Keywords: Passion; Consumption; Entrepreneurship; Case Study; Consumer. (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:mul:jyf1hn:doi:10.1431/91416:y:2018:i:3:p:463-480

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