A cultural understanding of consumer-driven marketplace dynamics

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

A consumer tribe can be the breeding ground for entrepreneurial ventures started by consumers. This work investigates the dynamics between the consumer and her/his consumer tribe in the development of an entrepreneurial project. The study focuses on how the consumer entrepreneur can bridge the gap between the micro-level of the tribe’s needs and the macro-level of the marketplace features. The study adopts a netnographic methodological approach to investigate the issues. The consumer turned entrepreneur acts as a cultural mediator who is able to root his venture and customer insights into the affective labour and common ethos of the tribe. The entrepreneur is also a resource integrator and a reconfigurator of market resources who is able to overcome the oppositions between a traditional marketplace and a consumer-driven marketplace. The work contributes to the literature on consumer-driven market emergence in a consumer tribe setting, showing the role of the entrepreneur and its position with respect to the tribe.
Original languageEnglish
Title of host publicationAtti della XIV SIM Conference
Pages1-5
Number of pages5
Publication statusPublished - 2017
EventXIV Convegno Annuale della Società Italiana di Marketing (SIM) - Bergamo
Duration: 26 Oct 201727 Oct 2017

Conference

ConferenceXIV Convegno Annuale della Società Italiana di Marketing (SIM)
CityBergamo
Period26/10/1727/10/17

Keywords

  • consumer trbes
  • consumer-driven market emergence
  • digital environment
  • market system dynamics
  • productive consumption

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