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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. 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.
    4. 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).
    5. Fernandes, Josi & Mason, Katy & Chakrabarti, Ronika, 2019. "Managing to make market agencements: The temporally bound elements of stigma in favelas," Journal of Business Research, Elsevier, vol. 95(C), pages 128-142.
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    7. da Fonseca, André Luís A. & Campos, Roberta D., 2021. "The cultural intertwining of consumption and entrepreneurship: A selective review of qualitative studies," Journal of Business Research, Elsevier, vol. 135(C), pages 149-162.
    8. Diaz Ruiz, Carlos & Makkar, Marian, 2021. "Market bifurcations in board sports: How consumers shape markets through boundary work," Journal of Business Research, Elsevier, vol. 122(C), pages 38-50.
    9. 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.
    10. 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.
    11. Sprong, Niels & Driessen, Paul H. & Hillebrand, Bas & Molner, Sven, 2021. "Market innovation: A literature review and new research directions," Journal of Business Research, Elsevier, vol. 123(C), pages 450-462.

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