From within the shadows of the everyday: Localized entrepreneurship and the dilemma of scale

Mars, Matthew M.

doi:10.1080/15575330.2020.1825504

Cited by 15 publications

(17 citation statements)

References 60 publications

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“…The local food movement treats the local food market as a multifaceted ideological platform for economic, environmental, and social change and justice (DeLind, 2011 ; Mars, 2020 ) manifesting in alternative marketplaces, especially farmers’ markets. This platform supports local food microentrepreneurs, characterized as those that start and sustain enterprises that emphasize survivability over scalability, performing artisanship over mass production/replication, and seeking value creation over accumulation (Lumpkin & Bacq, 2019 ).…”

Section: Empirical Context: Local Foodmentioning

confidence: 99%

Narrative curation and stewardship in contested marketspaces

Mars

Schau

Thorp

2022

J. of the Acad. Mark. Sci.

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We identify value narratives as stories that promote certain product or service attributes as benefits within the marketplace. We show how value narratives reflect benefit attributes that align with alternative versus mainstream market settings. Our empirical focus is local food value narratives within a common local food system with alternative settings being farmers’ markets and mainstream settings being supermarkets. Farmers’ market and supermarket purveyors choose which benefit characteristics to emphasize throughout narrative curation, enabling us to witness strategic narrative use, or what we term narrative stewardship. We find that multiple value narratives express an array of ‘local food’ benefits in ways that create a contested marketplace. Narrative deployment at farmers’ markets is guided by an amalgam of institutional perspectives, while narrative use at supermarkets is dominated by a market institutional perspective. We identify a continuum of value narrative stewardship (promotion-neglect) within farmers’ markets that leaves the meaning and value of ‘local food’ vulnerable to mainstream market appropriation via narrative voidance, dilution, and replacement. We propose strategies for better value narrative stewardship.

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Section: Empirical Context: Local Foodmentioning

confidence: 99%

Narrative curation and stewardship in contested marketspaces

Mars

Schau

Thorp

2022

J. of the Acad. Mark. Sci.

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“…There is also a robust literature on counter-movements that aim to displace rather than transform global market structures. The most prominent of such movements is that which promotes the hyper-localization of both production and consumption (Ciuchta & O'Toole, 2018;Kurland & McCaffrey, 2016;Mars, 2020;Mars & Schau, 2018. The chapters composing the current volume contribute to this literature a unique blend of theoretical and applied perspectives on the entrepreneurial underpinnings of alternative marketspace development and market-based movements.…”

Section: Matthew M Mars and Hope Jensen Schaumentioning

confidence: 99%

Prelims

2022

Advances in the Study of Entrepreneurship, Innovation and Economic Growth

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Her research is about entrepreneurship and how entrepreneurs try to make a better society regarding environmental and social issues interplaying with other actors in the processes of societal entrepreneurship. She has published in the area of environmental strategies, CSR, standardization of environmental and social issues in organizations, animal welfare issues, Fair Trade, entrepreneurship and social entrepreneurship. She has edited the book Societal Entrepreneurship and published in journals such as

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“…The re-localization of food production and consumption and the generation of associated pro-community impacts (e.g., cultural preservation, environmental stewardship, health and wellness, social justice) is heavily dependent on entrepreneurs who intentionally confine the scale of their firms to localized boundaries and short supply chains [1,[7][8][9]]. Yet, the efficacy of entrepreneurship as a strategy for advancing the local food movement is a point of debate.…”

Section: Introductionmentioning

confidence: 99%

“…At the heart of said concerns is what Born and Purcell term the "local trap" [16] (p. 195)-the firmly held assumption that confining the scale of food production, distribution, and consumption is a necessary input to more just and sustainable food systems. Similarly, local food entrepreneurs are faced with a persistent "dilemma of scale" due to the precarious balance between a steadfast commitment to the local food movement agenda and the economic constraints that come from limiting production and distribution to confined, highly dense local marketspaces [8] (p. 629). Surprisingly, there is a paucity of research on the strategies local food entrepreneurs pursue to sustain their firms in ways that do not compromise the 'localness' of their operations or their alignment with the local food movement agenda [8,9].…”

Section: Introductionmentioning

confidence: 99%

“…Similarly, local food entrepreneurs are faced with a persistent "dilemma of scale" due to the precarious balance between a steadfast commitment to the local food movement agenda and the economic constraints that come from limiting production and distribution to confined, highly dense local marketspaces [8] (p. 629). Surprisingly, there is a paucity of research on the strategies local food entrepreneurs pursue to sustain their firms in ways that do not compromise the 'localness' of their operations or their alignment with the local food movement agenda [8,9]. In other words, how local food entrepreneurs work to escape the local trap and overcome the dilemma of scale without neglecting their commitments to generating pro-community impacts are under-studied.…”

Section: Introductionmentioning

confidence: 99%

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Community and Cultural Entrepreneurship and Value Co-Creation in the Local Food Marketscape

Mars

2022

Sustainability

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Local food entrepreneurs are confronted with unique challenges when it comes to sustaining their firms and scaling their pro-community impact within geographically confined marketspaces. Yet, the strategies for overcoming these challenges remain under-studied within the community development and local food literatures. The current study addresses this scholarly gap through a qualitative case study of a southern Arizona artisan baker who follows a community-supported business model that strategically engages customers as value co-creators and stewards of a sustainable and scalable local consumption space. The study is conceptually framed by a set of principles that span community entrepreneurship, cultural entrepreneurship, and value co-creation. Data include semi-structured interviews with the baker and a sample of customers (n = 31), 20+ h of direct observations, and 3419 posts made within the bakery’s social media environment. The findings inform the theoretical development of a novel local food value co-creation model.

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From within the shadows of the everyday: Localized entrepreneurship and the dilemma of scale

Cited by 15 publications

References 60 publications

Narrative curation and stewardship in contested marketspaces

Narrative curation and stewardship in contested marketspaces

Prelims

Community and Cultural Entrepreneurship and Value Co-Creation in the Local Food Marketscape

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