Autori
Ranfagni, Silvia
Runfola, Andrea

Titolo
Rimanere consumatore per essere imprenditore. Sulle tracce di nuovi connotati della passione imprenditoriale
Periodico
Micro & macro marketing
Anno: 2018 - Volume: 81 - Fascicolo: 3 - Pagina iniziale: 463 - Pagina finale: 480

This paper investigates passionate consumption as potential engine of entrepreneurship. Specifically, its main aim is to identify the features of a passion that is born from passionate consumption and which then becomes entrepreneurial. This kind of passion preserves being a consumer in being entrepreneur without threatening the survival of the enterprise. It is therefore a passion that can link the practice of passion through consumption with the business. The empirical analysis proposes case studies of two emblematic firms for the topic under investigation.



SICI: 1121-4228(2018)81:3<463:RCPEIS>2.0.ZU;2-C
Testo completo: https://www.rivisteweb.it/download/article/10.1431/91416
Testo completo alternativo: https://www.rivisteweb.it/doi/10.1431/91416

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