Passion between consumption and entrepreneurship: an exploratory analysis of comic publishers' case studies


  • Giada Salvietti University of Parma
  • Silvia Ranfagni University of Parma



Passion, Consumption, Entrepreneurship


This article aims to intervene in the academic debate on entrepreneurial passion, with respect to the innovative and dynamic forms that have been configured as linking forces between entrepreneurship and consumption.

Starting from recent contributions, which defined the concept of "connecting passion" and identified its main components, this work aims to further deepen its knowledge and dynamics by exploring a market characterized by a strong artistic and cultural feature.

The authors propose a case study analysis involving companies operating in the Italian comic books publishing market. Through the discussion of empirical results, it will be shown that creativity is crucial and intertwined to passion in allowing entrepreneurs to manage their business venture while expressing themselves and consequently remaining both artists and consumers as well


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