Authors: Jari Ruokolainen
This study reports the role of a small community in constructing the market for a new actor’s product. This study looks into the existing purchasing theories and creates a taxonomy how a community acts as a purchaser. The taxonomy helps understand how communities develop their capabilities by employing entrepreneurship. The tourism industry in Phuket needs innovative information technology solutions to ensure its competitiveness. The multiple case study approach is applied including several embedded levels: community, industrial district and actor. This study emphasizes that success in a new business is depending on customers’ and entrepreneurs’ joint contributions to develop their community. The results indicated that business is more than competing against each other: it is also about working in order to help the community develop itself by fostering new actors.
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2012
Conference: Rome, Italy (2012)