The metaverse has the potential to extend the physical world using augmented and virtual
reality technologies allowing users to seamlessly interact within real and simulated …

Over the past three decades, a rapidly expanding academic literature has investigated how
new markets are created and how existing markets are transformed, phenomena this article …

Research has documented the emergence of embedded entrepreneurs within consumer
collectives. This phenomenon is increasingly prevalent as social media enables ordinary …

There is an increasing managerial and scholarly interest in the agential efforts of firms,
consumers, public actors, and various collectives to influence market formation and …

In this study, we argue for a redefining of the consumer's role in market innovation and
suggest new patterns of consumer adoption and diffusion of market innovations. In studying …

This review takes stock of the development of Consumer Culture Theory (CCT) and provides
a perspective from which this field of research can be framed, synthesized, and navigated …

Value co-creation (VCC) appears as one of the key trends in marketing and management to
reactivate the connection with customers. The main objective of this study is to analyze the …

The present article, which opens this special issue, focuses on unconventional forms of
entrepreneurship not captured sufficiently by current theory. Changes in society and …

This paper reviews and synthesizes existing literature on symbolic interactionism (SI), and
on brand communities (BCs). On the one hand, it was found an interest on SI as a …

Motivated by the phenomenon of customer entrepreneurship in China and the associated
research gaps, we conduct a case study to explore how customer entrepreneurs realize …