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Being Consumer to Be an Entrepreneur. On the Trail of New Dimensions of Entrepreneurial Passion

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  • Silvia Ranfagni
  • Andrea Runfola

Abstract

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.

Suggested Citation

  • Silvia Ranfagni & Andrea Runfola, 2018. "Being Consumer to Be an Entrepreneur. On the Trail of New Dimensions of Entrepreneurial Passion," Micro & Macro Marketing, Società editrice il Mulino, issue 3, pages 463-480.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/91416:y:2018:i:3:p:463-480
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