Resumen de Passion between consumption and entrepreneurship: an exploratory analysis of comic publishers' case studies

Giada Salvietti, Silvia Ranfagni

• italiano

  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. 

• English

  This article aims to intervene in the academic debate on entrepreneurial passion, 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 concept of "connecting passion" and identified its main components, this work aims to further deepen its knowledge and dynamics by exploring a market characterized by a strong artistic and cultural feature.

  The authors propose a case study analysis involving companies operating in the Italian comic books publishing market. Through the discussion of empirical results, it will be shown that creativity is crucial and intertwined to passion in allowing entrepreneurs to manage their business venture while expressing themselves and consequently remaining both artists and consumers as well