This article examines unconventional entrepreneurship (accidental or end-user entrepreneurs) to determine whether the decision-making phase of the entrepreneurial process is collective. The analysis identified a virtuous circle that links knowledge, innovation, judgment, and decisionmaking to collective interactions built on passion, experience, and sharing. To study food bloggers as unconventional user entrepreneurs, data were collected and analyzed using netnographic analysis. Asupplementary online survey of food bloggers and their followers was also performed. Three groups of food bloggers are identified: amusing, functional, and fervent. Only fervent food bloggers, thanks to the virtuous circle built on passion, experience, and sharing as enablers, can be considered accidental or end-user entrepreneurs.
Enablers for End-User Entrepreneurship: An investigation on Italian Food Bloggers
CUOMO, Maria Teresa;TORTORA, DEBORA;FESTA, GIUSEPPE;METALLO, Gerardino
2017-01-01
Abstract
This article examines unconventional entrepreneurship (accidental or end-user entrepreneurs) to determine whether the decision-making phase of the entrepreneurial process is collective. The analysis identified a virtuous circle that links knowledge, innovation, judgment, and decisionmaking to collective interactions built on passion, experience, and sharing. To study food bloggers as unconventional user entrepreneurs, data were collected and analyzed using netnographic analysis. Asupplementary online survey of food bloggers and their followers was also performed. Three groups of food bloggers are identified: amusing, functional, and fervent. Only fervent food bloggers, thanks to the virtuous circle built on passion, experience, and sharing as enablers, can be considered accidental or end-user entrepreneurs.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
