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

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  • Biraghi, Silvia
  • Gambetti, Rossella
  • Pace, Stefano

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.

Suggested Citation

  • Biraghi, Silvia & Gambetti, Rossella & Pace, Stefano, 2018. "Between tribes and markets: The emergence of a liquid consumer-entrepreneurship," Journal of Business Research, Elsevier, vol. 92(C), pages 392-402.
    • Handle: RePEc:eee:jbrese:v:92:y:2018:i:c:p:392-402
    DOI: 10.1016/j.jbusres.2018.03.018
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    3. da Fonseca, André Luís A. & Chimenti, Paula & Campos, Roberta D., 2023. "‘Take my advice’: Entrepreneurial consumers and the ecosystemic logics of digital platforms," Technological Forecasting and Social Change, Elsevier, vol. 193(C).
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    6. Juliette Ducros Passebois & Carole Martinez & Florence Euzéby, 2019. "Branding the performing arts in the digital age: Lessons from the Opéra de Paris," Post-Print hal-03174402, HAL.
    7. Miao, Yumeng & Du, Rong & Ou, Carol, 2022. "Guanxi circles and light entrepreneurship in social commerce : The roles of mass entrepreneurship climate and technology affordances," Other publications TiSEM f19a203f-abb6-4835-9c34-2, Tilburg University, School of Economics and Management.
    8. Branstad, Are & Solem, Birgit A., 2020. "Emerging theories of consumer-driven market innovation, adoption, and diffusion: A selective review of consumer-oriented studies," Journal of Business Research, Elsevier, vol. 116(C), pages 561-571.
    9. Suvi Nenonen & Kaj Storbacka, 2021. "Market-shaping: navigating multiple theoretical perspectives," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 336-353, December.
    10. Ali Sher & Saman Mazhar & Azhar Abbas & Muhammad Amjed Iqbal & Xiangmei Li, 2019. "Linking Entrepreneurial Skills and Opportunity Recognition with Improved Food Distribution in the Context of the CPEC: A Case of Pakistan," Sustainability, MDPI, vol. 11(7), pages 1-22, March.
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