Parole chiave
Consumption
Entrepreneurship
Come citare
##plugins.generic.dates.accepted## 2021-03-10
##plugins.generic.dates.published## 2021-06-03
Abstract
This article aims to intervene in the academic debate on entrepreneurial passion, in particular 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 "connecting passion" and identified its main components – selt-continuity in the identities of consumer and entrepreneur, self-experimentation applied to the product / service in search of uniqueness, social relations with the consumer community, and the emergence of a competitive game - this work aims to further deepen its knowledge and dynamics.
This work therefore proposes a vertical and empirical analysis conducted through the case studies of companies operating in the Italian comic book publishing market. The choice of this market has also led us to investigate the peculiarities of products with a strong artistic-creative component and their implications on emerging entrepreneurship.In fact, it will be shown how the traditional business goals and the desire to pursue personal satisfaction developed as a consumer are flanked by the intrepreneur’s objective to personally intervene in the development of the market and the community by assuming the role of educator. This leads us to define, necessarily, the emergence of new game configurations, with educational purposes, which generate balance not only between the identities of the consumer and the entrepreneur, but also that of the artist.
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