Standing in the Way of Control

“Entrepreneurs see opportunities and build markets around them.” The purpose of this book is to improve our understanding of the ‘entrepreneurial market creation’ process by investigating the link between entrepreneurship and market creation and ultimately fill the gap in literature concerning this phenomenon. In order to do so, the ethnographic case study of LoudSauce is presented and analyzed. LoudSauce is an online ‘doing-good’ startup based in San Francisco, California. As part of the analysis, the G&S model is developed, which draws from both existing literature and empirical observations. The aim is to codify the knowledge gained from LoudSauce, in a compact way so that it can be compared to other cases and used for further research. Findings indicate that there are two main forces acting as catalysts during the entrepreneurial market creation process: vision and serendipity. They strongly influence each other and the process as a whole. Additionally, two types of external factors have been identified: human and intellectual factors. The outcomes of the process in the G&S model can lay the foundations of a brand new market.

Holds a double MSc. degree in Marketing, Media & International Management. Absolutely loves social media, communication, technology, web 2.0 and startups. Young professional & aspiring entrepreneur. Her mission: to shape a world with smarter, more entrepreneurial and agile companies that create products that make our lives better and happier.