Community Made: From Consumer Resistance to Tribal Entrepreneurship

Thanks to the Internet, consumers are self-made, self-governing subjects, e.g. they are empowered consumer and more and more anti-marketers. Recent experiences have highlighted how hard it can be for some companies to interact with this type of empowered consumers gathered into tribes. Through the elaboration of immaterial labour made up of interpersonal communication and cultural creativity, consumer tribes are poised to become collective actors in the marketplace, much in the same that way that companies already are. Communal elements and market forces interact with each other and, according to the characteristics of the socio-historical context, consumers either may succeed in controlling the value they produce, or they are partially exploited and the market takes control of that value.


Bernard Cova and Daniele Dalli (2007) ,"Community Made: From Consumer Resistance to Tribal Entrepreneurship", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 426-426.


Bernard Cova, Euromed Marseille, France & Bocconi University, Italy
Daniele Dalli, Pisa University, Italy


E - European Advances in Consumer Research Volume 8 | 2007

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