Abstract

This paper investigates passionate consumption as potential engine of entrepreneurship. Specifically, its main aim is to identify the features of a passion that is born from passionate consumption and which then becomes entrepreneurial. This kind of passion preserves being a consumer in being entrepreneur without threatening the survival of the enterprise. It is therefore a passion that can link the practice of passion through consumption with the business. The empirical analysis proposes case studies of two emblematic firms for the topic under investigation.