Although the literature on consumer (or user) entrepreneurship is flourishing, research has focused on sources of product innovation as a driver of consumer entrepreneurial venture establishment and overlooked sources of cultural innovation. By drawing on the theory of cultural innovation, this paper provides a case study on the emergence and rise of a recently established consumer entrepreneurial venture that stands out in the local competitive arena for the cultural positioning that it pursues. Findings drawn from a two-year longitudinal case study combining longitudinal case analysis with enactive research shed light on how consumers can recognize the existence of a cultural opportunity, craft a cultural strategy and structure a firm to exploit this opportunity commercially. The study provides a theoretical and empirical elaboration to link the literature of consumer entrepreneurship with the theory of cultural innovation.

(2018). Consumer entrepreneurship and cultural innovation: The case of GinO12 [journal article - articolo]. In JOURNAL OF BUSINESS RESEARCH. Retrieved from http://hdl.handle.net/10446/128400

Consumer entrepreneurship and cultural innovation: The case of GinO12

Pedeliento, Giuseppe;Bettinelli, Cristina;Andreini, Daniela;Bergamaschi, Mara
2018

Abstract

Although the literature on consumer (or user) entrepreneurship is flourishing, research has focused on sources of product innovation as a driver of consumer entrepreneurial venture establishment and overlooked sources of cultural innovation. By drawing on the theory of cultural innovation, this paper provides a case study on the emergence and rise of a recently established consumer entrepreneurial venture that stands out in the local competitive arena for the cultural positioning that it pursues. Findings drawn from a two-year longitudinal case study combining longitudinal case analysis with enactive research shed light on how consumers can recognize the existence of a cultural opportunity, craft a cultural strategy and structure a firm to exploit this opportunity commercially. The study provides a theoretical and empirical elaboration to link the literature of consumer entrepreneurship with the theory of cultural innovation.
articolo
Pedeliento, Giuseppe; Bettinelli, Cristina; Andreini, Daniela; Bergamaschi, Mara
(2018). Consumer entrepreneurship and cultural innovation: The case of GinO12 [journal article - articolo]. In JOURNAL OF BUSINESS RESEARCH. Retrieved from http://hdl.handle.net/10446/128400
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10446/128400
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