The systemic dimension of tribal entrepreneurship

This tribe-enterprise system forms the basis for both innovation and the creation of a consumer market, often spread by word of mouth amongst members of other groups that share the same passion. This case represents a market system centered around a group, the ‘tribe’, in which specific needs arise to create demand and thereby activate mechanisms of a new ‘tribal entrepreneurship’, in which the business actors, as part of a community participate by providing complementary skills.