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One for all and all for one? The bliss and torment in communal entrepreneurship

2018; Elsevier BV; Volume: 92; Linguagem: Inglês

10.1016/j.jbusres.2018.06.023

1873-7978

Marine Boyaval, Maud Herbert,

Consumer Behavior in Brand Consumption and Identification

Abstract Consumers often share and nurture their passion for an object, a brand or an activity with other like-minded devotees in recreational groups called tribes. Supported by the tribe, some passionate prosumers turn to entrepreneurship. Following an interpretive agenda, this research explores 15 entrepreneurial initiatives in retrogaming tribes. The paper aims to empirically document this type of unconventional entrepreneurship and explore the role of the tribe in supporting the process. Specifically, we discuss the embeddedness of such projects and the supportive and subversive influence of tribe members.