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.
Lingua originaleEnglish
Titolo della pubblicazione ospiteAtti della XIV SIM Conference
Pagine1-5
Numero di pagine5
Stato di pubblicazionePubblicato - 2017
EventoXIV Convegno Annuale della Società Italiana di Marketing (SIM) - Bergamo
Durata: 26 ott 201727 ott 2017

Convegno

ConvegnoXIV Convegno Annuale della Società Italiana di Marketing (SIM)
CittàBergamo
Periodo26/10/1727/10/17

Keywords

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

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