Article ID Journal Published Year Pages File Type
11005101 Journal of Business Research 2018 11 Pages PDF
Abstract
The research follows an ethnographic methodological approach, studying the exemplar consumer's entrepreneurial project Ferro29. It also provides interpretive managerial insights on how to fine-tune consumer entrepreneurship venture projects with the ethos and the sensitivities of consumer legacies, such as tribes and publics.
Related Topics
Social Sciences and Humanities Business, Management and Accounting Business and International Management
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Between tribes and markets: The emergence of a liquid consumer-entrepreneurship
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