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Research at the interface of marketing and entrepreneurship has emphasized digital entrepreneurship and how entrepreneurs pursue business opportunities centered on new technologies. However, a different type of entrepreneurship focused on opportunities involving consumers’ (re)adoption of displaced analog technologies when digital alternatives are dominant – analog entrepreneurship – is a trend and counter phenomenon to digital entrepreneurship that is receiving intense practitioner interest but limited scholarly attention. The purpose of this article is to present a theoretical framework that explains the role of analog entrepreneurship in technology revitalization.

In this conceptual paper, the authors use the microfoundations perspective to develop a multilevel theory of analog entrepreneurship. The authors define and delineate the “analog entrepreneurship” concept and formulate a midrange theory explaining how entrepreneurs influence the reemergence of analog technologies.

The theory’s main insight is that the renewal of analog technologies is not confined to consumers. Entrepreneurs are creating businesses that stimulate demand for analog technologies. As a result of entrepreneurs’ activities, legacy analog technologies do not fade into nonexistence in the face of rival digital technologies.

The theory of analog entrepreneurship contributes to research at the intersection of entrepreneurship and marketing by expanding its focus to consider the entrepreneurs who revitalize displaced analog technologies when digital alternatives are dominant. The authors provide insight into the potential trajectories of technologies after their initial displacement and the role entrepreneurs play in shaping the late stages of technology lifecycles. The theory draws attention to an underexplored phenomenon made increasingly prevalent by recent technological disruptions and suggests an agenda for studying how entrepreneurs renew analog technologies.

This article explores memory work and storytelling as an organising tool through family histories, offering theoretical and methodological implications and extending existing conceptualisations of memory work as a feminist method. This approach is termed as impressionist memory work.

To illustrate impressionistic memory work in action, the article presents two family histories set during Second World War and invite the reader to engage in the “undoing” of these stories and dominant ways of knowing through storytelling. This method challenges the taken-for-granted roles, plots and detail of family histories to uncover the obscured or silenced stories within, together with feminine, affective and embodied subjectivities, marginalisation and social inequalities.

This study argues that impressionistic memory work as a feminist method can challenge the silencing and gendering of experiences in co-constructed and co-interpreted narratives (both formal and informal ones).

This study shows that engagement with impressionistic memory work can challenge taken-for-granted stories with prominent male actors and masculine narratives to reveal the female actors and feminine narratives within. This approach will offer a more inclusive perspective on family histories and deeper engagement with the marginalised or neglected actors and aspects of our histories.