Contestations of Entrepreneurship and Marketing in Creative Maker Tribes
The ethnographic study explores the narratives of becoming and being a creative maker entrepreneur and how the makers imbue themselves as brands to start and develop their business. It explores how makers create offline and online commercial communities and tribes with other makers and consumers in the mass-market dominated marketplace.
AMY YAU (2020) ,"Contestations of Entrepreneurship and Marketing in Creative Maker Tribes", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1229-1229.
AMY YAU, CARDIFF UNIVERSITY
NA - Advances in Consumer Research Volume 48 | 2020
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