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Community and Cultural Entrepreneurship and Value Co-Creation in the Local Food Marketscape

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  • Matthew M. Mars

    (Department of Agricultural Education, Technology and Innovation, University of Arizona, Tucson, AZ 85721, USA)

Abstract

Local food entrepreneurs are confronted with unique challenges when it comes to sustaining their firms and scaling their pro-community impact within geographically confined marketspaces. Yet, the strategies for overcoming these challenges remain under-studied within the community development and local food literatures. The current study addresses this scholarly gap through a qualitative case study of a southern Arizona artisan baker who follows a community-supported business model that strategically engages customers as value co-creators and stewards of a sustainable and scalable local consumption space. The study is conceptually framed by a set of principles that span community entrepreneurship, cultural entrepreneurship, and value co-creation. Data include semi-structured interviews with the baker and a sample of customers ( n = 31), 20+ h of direct observations, and 3419 posts made within the bakery’s social media environment. The findings inform the theoretical development of a novel local food value co-creation model.

Suggested Citation

  • Matthew M. Mars, 2022. "Community and Cultural Entrepreneurship and Value Co-Creation in the Local Food Marketscape," Sustainability, MDPI, vol. 14(24), pages 1-20, December.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:24:p:16744-:d:1002817
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    2. Nikolay Sterev & Kostadin Kostadinov & Daniel Yordanov & Tsvetelina Yorgova, 2023. "Open Entrepreneurial Academic Centres," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 4, pages 116-134.

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