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… Click to show full 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.
               
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