Between tribes and markets: The emergence of a liquid consumer-entrepreneurship

This study explores how the networked environment of consumer tribes, turned into an online public, can support consumers' capacities to undertake entrepreneurial projects. The work explores how the consumer-entrepreneur designs, constructs, negotiates, and develops a new business venture, born as a tribal endeavor and later evolves in a startup business. The work introduces the notion of a liquid entrepreneur: a member of a consumer tribe who...