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Consumption field driven entrepreneurship (CFDE): How does membership in the indie music field shape individuals’ entrepreneurial journey

Athanasia Daskalopoulou (The University of Liverpool Management School, Liverpool, UK)
Alexandros Skandalis (Lancaster University, Lancaster, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 25 September 2018

Issue publication date: 8 February 2019




This study aims to explore how membership (initially as a consumer) in a given field shapes individuals’ entrepreneurial journey.


The research context is cultural and creative industries and, in particular, the independent (indie) music field in which unstructured interviews were conducted with nascent and established cultural entrepreneurs.


The authors introduce and justify their theoretical framework of consumption field driven entrepreneurship (CFDE) that captures the tripartite process via which the informants make the transition from indie music consumers to entrepreneurs by developing field-specific illusio, enacting entrepreneurial habitus and acquiring legitimacy via symbolic capital accumulation within the indie music field. The authors further illustrate how these entrepreneurs adopt paradoxical logics, aesthetics and ethos of the indie music field by moving in-between its authentic and commercial discourses to orchestrate their entrepreneurial journey.

Research limitations/implications

This study holds several theoretical implications for entrepreneurship-oriented research. First is highlighted the importance of non-financial resources (i.e. cultural and social capital) in individuals’ entrepreneurial journey. Second, this study illustrates the importance of consumption activities in the process of gaining entrepreneurial legitimation within a specific field. Finally, this study contributes to consumption-driven entrepreneurship research by offering a detailed description of individuals’ consumption-driven entrepreneurial journey.

Practical implications

This study provides some initial practical implications for entrepreneurs within the cultural and creative industries. The authors illustrate how membership in a field (initially as a consumer) might turn into a source of skills, competences and community for entrepreneurs by mobilising and converting different forms of non-material and material field-specific capital. To acquire entrepreneurial legitimation, nascent entrepreneurs should gain symbolic capital through approval, recognition and credit from members of the indie music field. Also, entrepreneurs can acquire symbolic capital and gain entrepreneurial legitimation by either “fitting in” or “standing out” from the existing logics of the field.


This study contributes to the growing body of literature that examines entrepreneurship fuelled by consumption practices and passions with our theoretical framework of CFDE which outlines the transition from indie music consumers to indie music entrepreneurs.



Daskalopoulou, A. and Skandalis, A. (2019), "Consumption field driven entrepreneurship (CFDE): How does membership in the indie music field shape individuals’ entrepreneurial journey", European Journal of Marketing, Vol. 53 No. 1, pp. 63-82.



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