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 originale | English |
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Titolo della pubblicazione ospite | Atti della XIV SIM Conference |
Pagine | 1-5 |
Numero di pagine | 5 |
Stato di pubblicazione | Pubblicato - 2017 |
Evento | XIV Convegno Annuale della Società Italiana di Marketing (SIM) - Bergamo Durata: 26 ott 2017 → 27 ott 2017 |
Convegno
Convegno | XIV Convegno Annuale della Società Italiana di Marketing (SIM) |
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Città | Bergamo |
Periodo | 26/10/17 → 27/10/17 |
Keywords
- consumer trbes
- consumer-driven market emergence
- digital environment
- market system dynamics
- productive consumption