The Aesthetics of Entrepreneurship: How Arts Entrepreneurs and their Customers Co-create Aesthetic Value
基于对艺术创业者的11个月多地点微观民族志研究，揭示了创业者与顾客通过想象、沉思和达成共识三个相互关联的过程共同创造审美价值，强调顾客在创业创造过程中的关键作用。
Despite the fundamental role customers play in entrepreneurial creation processes, little is known about how value emerges from interactions and collaborations between entrepreneurs and their customers. We begin to address this question by exploring the relational and embodied processes through which entrepreneurs and their customers interact to co-create aesthetic value. On the basis of an 11-month multi-sited micro-ethnography of arts entrepreneurs, we abductively derive three interrelated processes: imagining, contemplating, and consensus building. Our key insight is that the customer plays a vital role throughout the entrepreneurial creation process: neither the entrepreneur nor the customer has the final say; rather, their embodied experiences combine with an evolving product to co-create aesthetic value.