How Alternative is Alternative?: The Role of Entrepreneurial Development, Form, and Function in the Emergence of Alternative Marketscapes

Entrepreneurs are creating viable alternatives to mainstream production and consumption models. Volume 29 of Advances in the Study of Entrepreneurship, Innovation, and Economic Growth explores how alternative marketscapes develop, providing greater clarity on the economic, organizational, and social conditions and environments within which they develop. It includes theoretical arguments and case studies that view alternative entrepreneurship as transforming mainstream entrepreneurship and challenging the understanding of it as inherently altruistic. The exploration of ingenuity and innovation, along with cases that illustrate the diversity of alternative market contexts, generates organizational and system-level applications.

Format: Hardback
Length: 228 pages
Publication date: 23 August 2022
Publisher: Emerald Publishing Limited

Entrepreneurs are increasingly venturing into creating viable alternatives to mainstream production and consumption models, driven by various factors. Existing literature across diverse fields sheds light on the unique characteristics, challenges, and value propositions of alternative forms of entrepreneurship. However, the intricacies surrounding the formation and functioning of alternative marketscapes remain somewhat unclear.

In response to this, Volume 29 of Advances in the Study of Entrepreneurship, Innovation, and Economic Growth delves into the question, "How alternative are alternative marketscapes?" This volume aims to provide greater clarity on the economic, organizational, and social conditions and environments that shape alternative marketscapes. It includes theoretical arguments and case studies that challenge the notion of alternative entrepreneurship as inherently altruistic and instead portray it as transforming mainstream entrepreneurship.

The exploration of ingenuity and innovation, coupled with illustrative cases showcasing the diversity of alternative market contexts, yields organizational and system-level applications. The authors of this volume offer entrepreneurs and companies a concise understanding of alternative marketscapes, paving the way for development and success.

Weight: 402g
Dimension: 159 x 239 x 17 (mm)
ISBN-13: 9781800717749