Journal of Small Business & Entrepreneurship

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“Living the dream”: a closer look into passionate

consumer-entrepreneurship in a developing latin
american country

Allan Discua Cruz & Sue Vaux Halliday

To cite this article: Allan Discua Cruz & Sue Vaux Halliday (2023) “Living the dream”:
a closer look into passionate consumer-entrepreneurship in a developing latin
american country, Journal of Small Business & Entrepreneurship, 35:6, 961-987, DOI:
10.1080/08276331.2020.1794691

To link to this article: https://doi.org/10.1080/08276331.2020.1794691

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JOURNAL OF SMALL BUSINESS & ENTREPRENEURSHIP
2023, VOL. 35, NO. 6, 961–987
https://doi.org/10.1080/08276331.2020.1794691

“Living the dream”: a closer look into passionate

consumer-entrepreneurship in a developing latin
american country
Allan Discua Cruza and Sue Vaux Hallidayb
a
Department of Entrepreneurship and Strategy, Lancaster University Management School, Lancaster,
UK; bBusiness, Marketing and Entrepreneurship, Research Institute, KLICE, Cambridge, UK

ABSTRACT ARTICLE HISTORY

This paper contributes to entrepreneurship theory by conceptual- Received 30 May 2020
ising consumer-entrepreneurship as a means to a desired end: to Accepted 9 July 2020
‘live the dream’. This complements more common functionalist
KEYWORDS
and economically driven definitions. We see this kind of entrepre-
Lifestyle entrepreneurship;
neurship as avowedly embedded in consumer interests or service dominant logic;
hobbies. Such conceptualisation is important as we note the consumer-entrepreneurship
move within entrepreneurship scholarship away from articulations
of a solitary heroic endeavour influenced by individual factors MOTS-CLÉS
and behaviours, towards a more relational, interwoven perspec- Entrepreneuriat de style de
tive. We draw from literature on consumption, the creation vie; logique dominante de
of meaning and on entrepreneurship to weave together this service; entrepreneuriat du
understanding of consumer-entrepreneurship. Based on a qualita- consommateur
tive approach, we analyse primary data from four businesses in a
developing country to see how porous the work/life boundaries
are for actual practitioners ‘living the dream’. We find that the
love of a hobby drives the business; that this is shared by fellow
enthusiasts; and that from this connection a network of resources
is assembled. Such resources support identity projects for the
consumer-entrepreneur. This results in blurred work/leisure/life
boundaries. Consumer-entrepreneurship, seen as a social practice
to achieve life projects, complements entrepreneurship seen
merely as a business practice to generate economic outcomes.

RÉSUMÉ
Cet article contribue
a la theorie de l’entrepreneuriat en concep-
tualisant l’entrepreneuriat du consommateur comme un moyen
d’atteindre une fin desiree : « vivre le r^eve ». Cela vient en
complement des definitions plus communes, fonctionnalistes et
centrees sur l’economie. Nous percevons ce type d’entrepreneur-
iat comme etant ouvertement ancre dans les inter^ets ou les hob-
bys des consommateurs. Cette conceptualisation est importante
alors que nous constatons l’evolution de l’erudition sur l’entrepre-
neuriat - loin des articulations d’une entreprise heroïque solitaire
influencee par des facteurs et des comportements individuels -
qui s’elance vers une perspective plus relationnelle et plus
imbriquee. Nous nous inspirons de la litterature sur la consomma-
tion, la creation de sens et l’esprit d’entreprise pour tisser

CONTACT Allan Discua Cruz [email protected] Department of Entrepreneurship and Strategy,

Lancaster University Management School, Lancaster LA14YX, UK.
ß 2020 Journal of the Canadian Council for Small Business and Entrepreneurship/Conseil Canadien de la PME et de l’entrepreneuriat
962 A. DISCUA CRUZ AND S. V. HALLIDAY

ensemble cette comprehension de l’entrepreneuriat du consom-

mateur. Sur la base d’une approche qualitative, nous analysons
les donnees primaires de quatre entreprises dans un pays en
developpement pour constater combien les fronti
eres entre vie
professionnelle et vie privee sont poreuses pour les vrais prati-
ciens qui « vivent le re^ve ». Nous constatons que l’amour d’un
hobby est le moteur de l’entreprise ; qu’il est partage par d’autres
enthousiastes ; et qu’
a partir de cette connexion, un reseau de
ressources est cree. Ces ressources sont un soutien pour les pro-
jets d’identite de l’entrepreneur consommateur. Il en resulte des
fronti
eres floues entre la vie professionnelle, les loisirs et la vie
privee. L’entrepreneuriat du consommateur, considere comme
une pratique sociale pour realiser des projets de vie, compl
ete
l’entrepreneuriat considere simplement comme une pratique
commerciale visant
a generer des resultats economiques.

1. Introduction
For many people, entrepreneurship is about living the dream. Such portrayal often
depicts professionals dreaming of trading their current corporate positions or occupa-
tion in for an entrepreneurial opportunity, often based on personal interests, that
provides a particular lifestyle (Sull 2004; Siemens 2014). Lifestyle entrepreneurs own
and operate businesses closely aligned with their personal values, hobbies, interests,
long-term ambitions and passions (Marcketti, Niehm, and Fuloria 2006; Tervo 2014).
Hobbies or personal interests, which are ‘pursued in one’s leisure time and for intrin-
sic and hedonistic enjoyment, relaxation and regeneration without extrinsic influence
and obligation’ (Milanesi 2018, 423) become the source of entrepreneurial opportuni-
ties. This study argues that further exploration of the process that professionals
engage in, as they pursue an entrepreneurial opportunity from a personal interest or
hobby, is merited.
We find several reasons for such further exploration. First, entrepreneurs are found
in all professions—education, medicine, research, law, architecture, engineering, social
work, technology. Thus, there is a case to consider a broader definition of entrepre-
neurship, which relates to ‘behaviors that include demonstrating initiative and creative
thinking, organizing social and economic mechanisms to turn resources and situations
to practical account, and accepting risk and failure’ (Hisrich 1990, 209). Professionals
may have diverse hobbies or personal interests that may turn into a business venture
(Petrova 2012). Conventional entrepreneurship research sees the process defined with
prioritized objectives and milestones, broken down into actions that can be followed
and measured. Yet such conceptualization may not illustrate appropriately how pro-
fessionals create and develop businesses based on their hobbies and their consumer
resources (Halliday 2016). Little is known about the network of resources that hobby
enthusiasts rely on to materialize a business venture.
Secondly, it takes passion to see a personal interest move from being a pastime to
a formal enterprise (Ratten, Costa, and Bogers 2019; Ratten and Miragaia 2020).
Professionals who are comfortable and secure in a corporate position, have a family
to support, and like their present lifestyle, may not desire taking the risks associated
 JOURNAL OF SMALL BUSINESS & ENTREPRENEURSHIP 963

with venturing based on current hobbies or interests. For professionals who decide to
start a venture based on a hobby, the experience will be packed with enthusiasm,
frustration, anxiety, and hard work. Their entrepreneurial process is not linear and
logical, there is always interaction going back and forth between entrepreneurs and
their environment (Discua Cruz, Hamilton, and Jack 2020). Little is known about the
approach and rationale of hobby entrepreneurs when navigating such itera-
tive process.
Third, while lifestyle entrepreneurs may feel passionate about pursuing hobbies or
personal interests influenced by life goals, they are ultimately dependent on social
and cultural surroundings. Entrepreneurship literature has highlighted the influence
of personal factors, behaviour and the environment in the intention of individuals to
pursue entrepreneurial opportunities (Hmieleski and Baron 2009; McGee et al. 2009).
Yet further insight into how family and friends as well as communities that can sup-
port the transition from a hobby to the foundation of a business venture are needed
(Biraglia and Kadile 2017). While economic resources are considered critical scholars
call for studies that shed light into the mechanisms that create a connection with an
exchange network (Martin and Schouten 2014). So we develop this suggestion that a
closer look at networks of a wide variety of resources actually present in the entrepre-
neurial process is needed (Cardon et al. 2005; Halliday 2016; Roscoe, Discua Cruz,
and Howorth 2013).
Consumers operate from within a social network (Ratten 2015); we explore how
building on this insight, wider networks of resources (social, cultural, physical) that
entrepreneurs, as consumers, have access to, could shed light into how a lifestyle
enterprise emerges (Halliday 2016). Such a perspective shifts the interest from focus-
ing on individual entrepreneurs pursuing opportunities against uncertainty and over-
whelming odds to understanding how entrepreneurs, as consumers, and their
surrounding customer community shape the entrepreneurial process and the busi-
nesses that are created. So our research question is as follows: For lifestyle consumer
entrepreneurs, who start enterprises from hobbies, are their consumer resources
(social, cultural and physical) key resources, alongside economic resources?
To answer this question, we take the perspective that the entrepreneurship litera-
ture is undergoing a significant transformation as alternative, complementary
approaches shift its focus from a discovery and sequentially-staged series of steps to a
more processual, contingent and less predictable phenomenon. Such a shift highlights
entrepreneurship as embedded in phenomenological accounts of more than one indi-
vidual involved and influenced by a network of relationships (Mason and Harvey
2013). From this perspective the purpose of lifestyle consumer-entrepreneurship may
deal with more than simply venture creation but be a socially constructed process
that focuses on creating value propositions (Lusch, Vargo, and O’Brien 2007; Vargo
and Akaka 2009; Halliday 2016).
Moreover, the notion of lifestyle entrepreneurship has been predominantly under-
taken in developed economies, with insights from developing economies remaining
scarce (Morrison, Carlsen, and Weber 2008). Further studies in alternative contexts
could lead to contrasting findings and conceptualizations (Skokic and Morrison
2011). It has been suggested that in most developing countries pursuing
964 A. DISCUA CRUZ AND S. V. HALLIDAY

entrepreneurial opportunities may be more closely related to necessity rather than

opportunity (Jennings, Jennings, and Sharifian 2016) and may reflect an informal
approach (Williams 2014). Given the increasing globalisation of cultures there is a
call for a broader scope to cross-cultural studies (Bandura 2002).Thus, to add insight,
we look into a developing country in Latin America (Ratten 2014), where recent stud-
ies highlight that entrepreneurial intentions need to be examined in relation to the
context (Guzman-Alfonso and Guzman-Cuevas 2012), particularly when managing
resources at hand may characterise the approach of professionals aiming to pursue
lifestyle entrepreneurship (Cortez Arias and Discua Cruz 2019). We therefore embark
on a qualitative study (Dana and Dumez 2015), based on the entrepreneurial narra-
tives of four consumer entrepreneurs, who established family microenterprises and
are ‘living the dream’ (Hamilton, Discua Cruz, and Jack 2017). Thus we situate our
study within a social, relational reality.
Findings reveal that lifestyle entrepreneurship research is strengthened by illustrat-
ing hobby entrepreneurship as sensitive to what entrepreneurs, as consumers, use as
resources; by how they act upon and interact with a wide variety of resources. In
doing so, we contribute to current perspectives on lifestyle entrepreneurship by eluci-
dating how and why lifestyle consumer-entrepreneurs in developing economies may
create a business venture. This focus on resources actually employed contributes to
understanding lifestyle entrepreneurship through a consumer-entrepreneurship lens
in contexts where economic resources are constrained or limited.

2. Literature review
2.1. Lifestyle entrepreneurship
Lifestyle is a relevant motivation for entrepreneurs which helps explain why certain
decisions are made and not others to start a business (D. Dawson, Fountain, and
Cohen 2011). A lifestyle entrepreneurship perspective posits that individuals align
entrepreneurial practices to fit with personal circumstances, talents, interests, context
and style of life that allows them to enjoy something they feel passionate about
(Siemens 2014). Lifestyle entrepreneurs are not primarily motivated to operate a ven-
ture for profit maximization, competiveness, market orientation and business expan-
sion but by socio-cultural factors (Williams, Shaw, and Greenwood 1989, 1650). The
definitions of lifestyle entrepreneurship emphasize the roles of personal life goals,
aspirations and circumstances of individuals.
Central to lifestyle entrepreneurship is the core concept of entrepreneurial oppor-
tunity (McMullen, Plummer, and Acs 2007; Randerson, Degeorge, and Fayolle 2016;
Mauroner 2017). It has been argued that opportunities emerge as an outcome of a
process, and are in constant development by entrepreneurs. This is a view of entre-
preneurial opportunities as a socially constructed process, influenced by the way
entrepreneurs make sense of the information around them (Fletcher 2007), where
various factors interact and are constantly modelled by the entrepreneur (Randerson,
Degeorge, and Fayolle 2016) revolving around diverse resources. In reality, entrepre-
neurship takes place in messy networks and circumstances where several individuals
are involved (Roscoe, Discua Cruz, and Howorth 2013; Ben-Hafaïedh and Cooney
 JOURNAL OF SMALL BUSINESS & ENTREPRENEURSHIP 965

2017). To start a lifestyle business, entrepreneurs are often in the company of others,
often a spouse and/or family members (McAdam and Marlow 2013). Lifestyle entre-
preneurship prompts the need to trust others as co-founders and at the same time
become trusted by employees, business partners, financial supports and customers
(Mickiewicz and Rebmann 2020). Entrepreneurship is something done in a dynamic
relationship to many items including ‘financial resources, human resources, education,
economic conditions and family’ (Rogoff and Heck 2003, 559).
Lifestyle entrepreneurship suggests the importance of individuals’ personal factors,
beliefs in their ability to pursue an entrepreneurial opportunity and interaction with
their social environment (Hmieleski and Baron 2009). Such a perspective comes from
social cognitive theory, an agentic perspective that proposes that entrepreneurial
action is influenced by personal, behavioural, and environmental factors interacting
in a three-way relationship (Wood and Bandura 1989; Bandura 1986). Individuals
may set goals that act as motivators and drivers (Bandura 1986) and rely on self-
efficacy behaviour, that is ‘beliefs in one’s capabilities to mobilize the motivation,
cognitive resources, and courses of action needed to meet given situational demands’
(Wood and Bandura 1989, 408). In entrepreneurship, such a perspective suggests that
individuals are proactive and self-regulating, perhaps marshalling, rather than being
controlled by, environmental forces, having confidence in their ability to take action
such as starting and developing a business (Forbes 2005; McGee et al. 2009) or
ensuring the continuity of one started by predecessors (Garcia et al. 2019).
It is worth noting, however, that a social cognitive perspective does not suggest
that individual self-efficacy beliefs and perceptions of the environment are the only
causes of important outcomes such as starting a firm. Rather, it suggests that there is
a constant interplay between behaviour, personal and environmental factors. Around
the world entrepreneurs may interact in different ways with their immediate environ-
ment by operating within broad networks to achieve personal goals, which can also
relate to diverse resources, collective goals and cultural variation (Bandura 2002).
Recent studies highlight the relevance of such interplay to explain behaviour towards
the use and adoption of new technology (Ratten and Ratten 2007; Ratten 2010). This
interplay encourages the idea that socio-cognitive tenets may provide a bridge to
focus more on the entrepreneurial processes that involve encouraging individuals to
use their skills in relation to the products or services they experience and consume
(Ratten 2013, 2015).
Lifestyle entrepreneurship underscores the relevance of life goals and experiences.
Lifestyle is multifaceted, context dependent, determined by socially constructed val-
ues, goals and meanings that the entrepreneurs have selected for themselves (Carsrud
et al. 2017). Substantial time, resources and effort must be dedicated to transform a
personal hobby to a venture which can support a lifestyle (Bird and West 1998).
Whilst lifestyle is clearly an important factor for many entrepreneurs who desire to
pursue an entrepreneurial opportunity based on a hobby or interest, this demands
the leverage of, so far in the literature, unaddressed, diverse resources. It is recognised
that entrepreneurs usually integrate resources from multiple sources including private
(e.g. family and friends), public (e.g. governmental grants, NGOs) and market (e.g.
financial institutions) sources (Clough et al. 2019; Lounsbury and Glynn 2001).
966 A. DISCUA CRUZ AND S. V. HALLIDAY

However, what has not been done is to further understand how lifestyle
entrepreneurship relies on consumer resources and so further attention needs to be
paid to perspectives that emphasise action, life goals as well as the social nature
of the entrepreneurial process (Steyaert 2007). We introduce such a perspective in the
next section.

2.2. Service logic and lifestyle entrepreneurship

Recent studies have proposed the relevance of individuals creating value through pro-
viding service rather than focusing solely on the exchange of goods (Vargo, Koskela-
Huotari, and Vink 2020). Scholars acknowledge that there has been a shift towards
understanding how service exchanges become profitable to parties involved and call
for closer attention to value being created through relational characteristics
(Ramadani et al. 2018). Service, conceptualised as the process of using one’s resources
for the benefit of another person (or oneself), is the foundational tenet of the
service–dominant logic (S-D logic hereafter). A S-D logic perspective deals with the
interwoven fabric of individuals and organizations, brought together into networks
and societies, specializing in and exchanging the application of their competences for
the applied competences they need for their own well-being (Vargo and Akaka 2009;
Lusch, Vargo, and O’Brien 2007). The key axioms of this perspective highlight service
as the fundamental basis of exchange, where value propositions are co-created by dif-
ferent actors (including the beneficiary), using diverse resources in novel ways. In the
S-D logic, resources relate to ‘anything tangible or intangible, internal or external,
operand or operant, an actor can draw on for increased viability’ (Lusch and Vargo
2014, 121). Operand resources are static, usually tangible, resources that must be
acted upon to be useful such as culturally constituted economic resources (e.g.,
income, inherited wealth, food stamps, vouchers, credit), and goods or raw materials
over which entrepreneurs have allocative capabilities to carry out behavioural per-
formances (Lusch and Vargo 2014). In S-D logic, operant resources are often invisible
and intangible and include knowledge and skills. The general assumption in such
logic is that operand resources allow operant resources to be leveraged for action and
creating value.
Arnould, Price, and Malshe (2006) connected the S-D logic literature and the
Consumer Culture Theory literature in a way that provides space for a reconceptuali-
zation of lifestyle entrepreneurship to embrace a socially constructed reality through
use of consumer resources. Their depiction of ‘how operant resources of customers
and firms come together to create value through patterns of experiences and meanings
embedded in the cultural life-worlds of consumers’ (p.91) can be applied to lifestyle
businesses, established by those using their consumer knowledge and skills. Halliday
(2016) refined such a view focusing on individuals seeking personal transformation
suggesting that a dynamic perspective of such model may be explored. Figure 1
provides a graphical representation of the S-D logic that can help explore lifestyle
businesses built upon consumer knowledge and experience.
At the center of the figure is the lifestyle entrepreneur (as a consumer) who
actively juggles an evolving set of roles over the life cycle and across social contexts.
 JOURNAL OF SMALL BUSINESS & ENTREPRENEURSHIP 967

Figure 1. The re-conceptualized actor or peer or person (Halliday 2016, 139). Adapted from
Arnould, Price, and Malshe (2006, 92).

At the same time, the entrepreneur also pursues a set of life projects or enacts a life
narrative that may vary in complexity (Arnould, Price, and Malshe 2006). To enact
these roles and to pursue these projects, the consumer-entrepreneur deploys both
operant and operand resources. Yet to date, there is little understanding whether
such a model could help explain the way a lifestyle businesses, established in the
company of others (e.g spouses), could emerge and whether particular resources may
be preferred over others, particularly in a developing country context.

3. Methodology
3.1. Context: Honduras
The present study focuses on Honduras, a developing Latin American country
(World Bank 2018). In Honduras, most businesses emerge amidst the lack of several
tangible resources (e.g banking support), with family participation in business being
the norm (Discua Cruz, Hamilton, and Jack 2012). Honduras is a relevant context to
study lifestyle entrepreneurhsip, as recent studies highlight that professionals may
prefer to pursue independent interests and enterprises compared to being employed
(Cortez Arias and Discua Cruz 2019). Honduras is characterised by a networked soci-
ety in which mutual support and common action by family members or friends are
commonplace in business. These characteristics suggest that heterogenous yet unique
approaches to entrepreneurship supported by family may provide insight into existing
theoretical perspectives (Ramadani and Hoy 2015). Rarely is a business in Honduras
not created, or influenced by, not only the more obvious tangible, operand, resources
available but also and potentially, crucially, by intangible, operant resources, provided
by friends or family members (Discua Cruz, Hamilton, and Jack 2020) and, arguably,
by consumer experience and knowledge and hobbyist networks.
968 A. DISCUA CRUZ AND S. V. HALLIDAY

3.2. Method
To address the research question: for lifestyle entrepreneurs, who start enterprises
from hobbies, are their consumer resources (social, cultural and physical) key resour-
ces, alongside economic resources? detailed and in-depth insight from lifestyle entre-
preneurs was needed. Thus an inductive, qualitative approach was preferred because
it provided the opportunity to have a fuller picture about how lifestyle entrepreneur-
ship may occur. It acknowledges the influence of conceptual tools in what is being
studied, reduces measurement errors (often associated with quantitative studies) and
increases the interaction between researchers and study subjects (Dana and Dana
2005). This approach is in line with studies that highlight that quantitative methods
are limited in the study of behaviors and relationships of individuals that are passion-
ate about businesses based on hobbies (Milanesi 2018), or start and develop busi-
nesses with others, such as family members (Ramadani et al. 2018).
In this study, we focused on four businesses started by professionals based on their
hobbies. We wanted a closer look into four entrepreneurs’ life goals to help under-
stand the action and reactions embedded in their networks of relationships, which
includes markets and products. Specific manifestations of consume knowledge and
experience as hobbyists were observed dynamically, situationally, as they were articu-
lated and made relevant as operant resources in context. Narrative methods relate not
only to human but material actors as well (Roscoe, Discua Cruz, and Howorth 2013),
so, to allow the researchers to gain a nuanced and complete understanding of the
everyday experiences of the entrepreneurs as they utilised their resources, we used a
qualitative design (Groenland and Dana 2019), supported by an interpretative phe-
nomenological approach (Hamilton, Discua Cruz, and Jack 2017). In-depth interviews
enabled us to explore the everyday experiences of four entrepreneurs who have
chosen to turn a hobby into a business enterprise. This enabled us to explore con-
sumer-entrepreneurship in which entrepreneurs choreograph their interwoven lives
together to create a new version of their everyday lives.

3.3. Identifying the participants for the study

The entrepreneurs were from a group of family micro-enterprises, that is a business
of no more than 10 employees, with very low income and lacking access to capital or
other resources and where family members (e.g. spouses) are often involved in its
management and ownership (LeBrasseur and Zinger 2005; Anastasia 2015) and who
operated from their home (Good and Levy 1992). As the participant selection was
purposive, we needed privileged access. To address the difficulty of attaining informa-
tion from entrepreneurs in Latin America (Jones 2004), personal relationships of the
first author with the selected businesses facilitated the setting up of in-depth inter-
views. Such group is part of a wider research programme on entrepreneurship in
developing contexts. Interviews took place in summer 2018 and 2019. Each business
was asked open questions that would allow them space to tell their personal, reflective
stories and interpretations of daily life since choosing to go into business. The inter-
views took place in Spanish and lasted between sixty and ninety minutes and were
fully transcribed. Translation into English was done later. All names were changed to
 JOURNAL OF SMALL BUSINESS & ENTREPRENEURSHIP 969

ensure anonymity. Relying on phenomenological interview guidelines (Neergaard and

Leitch 2015) and built rapport, the first author was able to produce unrestricted
accounts of the approach and rationale behind lifestyle entrepreneurship. Similar to
other studies of entrepreneurs in Honduras, topics such as detailed financial informa-
tion are kept confidential at the entrepreneur’s request (Cortez Arias and Discua
Cruz 2019). Doing this, we were able to include the perspective from lifestyle entre-
preneurs about their attitudes, beliefs, actions and experiences (Dana and
Dana 2005).
Perspectives were corroborated resulting in an iterative process where data were
reviewed, discussed and debated, resulting in further triangulation and validity
(Neergaard and Leitch 2015). This approach enabled us to gain rich insight into the
ways in which the lifestyle entrepreneurs choreographed their daily routines into
what we saw as an intuitive, complex process.

3.4. Identifying primary themes

We were looking for the ways in which the participants articulated their motivation
for starting the business, how they engaged with others in this, how they financed the
business, located the business, and how(whether) their consumer experiences influ-
ence the emergence of their business (see Table 1).
A subsequent sweep through the data enabled the researchers to reflect upon the
motivations, competences and resources leveraged. Data were grouped together
around central identified themes where we tested the implications of existing theories
or explanatory models about the phenomenon under study (Dana and Dumez 2015).
Manual methods of analysis were employed. Matrices were used to organize data and
to improve comparisons across entrepreneurs; field notes, margin notes, summaries,
vignettes, diagrams were all used in the analysis (Miles, Huberman, and Saldana
2013). This was done in the context of classifications of resources and the interaction
between operant and operand resources (Figure 1). A third sweep of the data enabled
the researchers to address the main question of the study.

3.5. Analytical process

As we analyze the interview narratives we understand that the movement from collec-
tion through interpretation to analysis is indistinct (Howorth, Tempest, and
Coupland 2005), for it is also the case that ‘implicit analyzes or interpretations grad-
ually give way to explicit ones, in even the most descriptively oriented account’
(Wolcott 1994, 16). Building on this approach and wishing to enable a more nuanced
understanding of everyday experiences we draw on interpretative phenomenological
analysis (Hamilton, Discua Cruz, and Jack 2017). This enabled us to draw rich mean-
ing from the narratives using it as part of an iterative process, where meaning is
derived from moving between the detail and the broader picture. This approach
allowed us to capture diverse perspectives and provide a valid explanation of what is
going on in a particular context whilst ensuring rigour in the method (Groenland
and Dana 2019).
Table 1. Study participants.
970

Entrepreneur Entrepreneur Experience of Who is

profession motivation for Spouse motivation running How was Location customer
Business and education start-up? for start-up? own business? business financed? of business community?
Jewellery business Daisy, industrial Daisy was dissatisfied Elmer was No previous Financed using Workshop located Corporate clients
engineer, bank with increasing motivated to experience. Daisy’s in the first floor from previous
executive Elmer, pressures in the support Daisy Elmer had a mothers loan. of couple’s home job as executive,
lawyer, own banking job, and realise her family in the fashion tailors
law firm. wanted to create a dream. Wanted business capital city. and
jewellery workshop to raise children background. general public.
in a family
business
environment.
Painting studio Francisco, Francisco had a long Maribel was No previous Financed through Painting studio Executive and
business communication, ambition to create motivated to experience. personal savings. located in family business
executive in painted support due to a Maribel had home in the community.
A. DISCUA CRUZ AND S. V. HALLIDAY

advertising firm. advertisement shared passion family outskirts of

Maribel, financial posters for for painting. business capital city.
advisor, executive businesses. He background. Francisco travels
in NGO. wanted to create a to promote
workshop his business.
for executives.
Climbing business Miguel, civil engineer, Miguel wanted to Maria is passionate No previous Financed through Main office located Other professionals
manager in move back to his about climbing experience. personal savings. in family home Private clients
construction rural town with yet she prefers in rural town. Public
company. Maria, family and follow to stay at home Outdoor pursuits Local schools.
economist, his passion for and look carried out in
Self employed. climbing and after family. nearby
outdoor activities. mountains.
Rural movie Armando, forestry Armando wanted to Rosa does not No previous Financed through Business located Other professionals,
theatre engineer, turn his passion share Armando’s experience. Rosa, Rosa’s next to home in people
governmental for a passion for previous mother loan. a small building interested in
officer. Rosa, comprehensive movies but experience from in rural town. alternative
primary school experience at the wanted to apply family entertainment in
teacher, rural movies into a family business business rural areas.
public school. business in a background in background.
rural location. the business.
 JOURNAL OF SMALL BUSINESS & ENTREPRENEURSHIP 971

Hamilton, Discua Cruz, and Jack (2017) emphasise that the researcher is an
important part of the research process and it was clear in our study that it was
important to capture the process behind the researchers own sense-making through-
out the research. This enabled us to examine the Halliday (2016) model using narra-
tive as a means to place the researchers within a social context (Ramirez Pasillas,
Brundin, and Markowska 2017). Building on this we were then able to gain insight
into the dynamics of lifestyle consumer-entrepreneurship in a developing country.
The main themes that emerged from the data represent the ways in which couples
describe their complex and intertwined lives in business. So, based on the conceptual
framework in Figure 1, problematized by premises of lifestyle entrepreneurship and
S-D Logic, we were able to explore our question from the phenomena arising in
the data.

4. Findings
4.1 ‘Living the dream’ through a consumer perspective
In all cases, one spouse was deeply dissatisfied with their employment or the socioe-
conomic prospects of their professional work and decided to pursue a business based
on their hobby. Table 1 shows that all entrepreneurs, and their spouses, were profes-
sionals and passionate about hobbies that prompted them to reflect on their lifestyle.
In all cases these entrepreneurs expressed how they engaged in the entrepreneurial
process through reflecting on their consumer perspective in the experience of their
hobby (e.g how a better service could be be delivered to their hobby community).
They all took action to pursue an entrepreneurial opportunity based on this
passion plus a revision of their life goals and projects (Figure 1). Miguel wanted to
devote less time to developing projects as an civil engineer, having revaluated his life
project after a health scare. He wanted to dedicate more time to pursuing an oppor-
tunity in professional climbing and rappelling in his home town, close to his family.
Armando re-evaluated his life goal of being a forestry engineer and a government
official following conflicts with his superior line managers. He wanted to follow a
dream of being a business owner in his small town and introduce a movie theatre
based on his passion for movies and the cultural experiences associated with this
leisure pursuit. Francisco was dissatisfied with the corporate environment which chal-
lenged his view of contextualising art for business. He wanted to create a life project
around a painting studio for businesses. Daisy reflected on her experience in making
and wearing jewellery pieces, before reconsidering her life goals in the corporate
context. Each one had a hobby, a time at leisure where they could detach from their
conventional work and engage in what they were passionate about. Each participant
had reflected on how they might utilise their customer experience in the different
products/services they loved as they reconsidered their life goals and projects.
So, prior to starting their firms each entrepreneur reflected on an entrepreneurial
opportunity from the perspective of a customer. Such reflection was evident (Table 1)
when expressing viewing the process as creating a customer vignette (Miguel),
a customer journey (Armando), a portrait of a customer (Francisco) and customer
involvement (Daysi). Such reflection questioned their personal intention and at the
972 A. DISCUA CRUZ AND S. V. HALLIDAY

same time aimed to identity whether a customer base existed that would be willing to
purchase their services. This is in contrast to the producer drive of many entrepre-
neurs to make a product or service to beat other products and services, based on pro-
duce or service knowledge acquired through professional training and experience. An
excerpt that highlights such an approach was provided by Miguel, who had demo-
graphic information from his work colleagues (age, gender and income) which could
allow him to create a vignette of a model consumer to start his business.
“I liked climbing and rapelling in the local mountains, I learned a lot of tricks and had a
few fractures too!.I became more and more interested in rapelling and mountain climbing.
I felt that if I wanted to pay for this [rapelling and climbing] I needed to have a unique
experience that taught me about good techniques, good equipment and training. I knew a
lot of professionals who would really enjoy coming out on a weekend here [to the
mountains] to do something unique instead of just wallking. I could actually do this for a
living as many of my fellow engineers were looking for activities outside of the city and
would pay for this. I had to think about what they would like and dislike about it, and I
had the experience to do it”
For Armando, leaving his job as a forestry engineer, was a challenging decision.
He had a young family yet wanted to leave the government position and follow his
dream of having a movie theatre in a small town. He loved not only movies but the
experience of going to the movies, which he fell in love with after he left his small
rural town to study at university. He knew that people in rural areas would be inter-
ested in having a local movie theatre as most of his work colleagues mentioned the
lack of leisure activities in the area. He attended movie screenings every week yet he
realised that the experience was not as good as it could be - it was lacking that per-
sonal connection with the viewer. His consumer experience drew him to detail a per-
sonal consumer journey, working out what he, as a movie-goer did before, during
and after a movie screening.
For Daisy, it was the identification of what a customer feels after getting a hand-
made, bespoke piece of jewellery which pushed her to leave her job in the corporate
world. She wanted a workshop that could give the same experience to people and
make them feel proud of their creation. For Francisco, it was about picturing himself
painting and engaging others in the art of painting. He was a corporate communica-
tion executive, who often engaged in painting to release the stress associated with the
everyday work/life. He had also attended art school whilst pursuing a communica-
tions major in university. He loved the experience of the painting process and had a
dream of working towards creating a more rounded experience for others interested
in developing a painting for their business or organisation.

4.2. The everyday experience of social reality

A social reality was evident in the way the familial microenterprise emerged through
spousal support. In all cases, spousal support was crucial to actually and continuously
‘live the dream’. All four entrepreneurs are building an organization and ‘living the
dream’ embedded in a passion for a hobby or long-term ambition supported by their
spouses (Table 1). All entrepreneurs described how they interweave their complex
daily lives as if performing intricate actions to achieve such dream and that such
 JOURNAL OF SMALL BUSINESS & ENTREPRENEURSHIP 973

actions can be only achieved through the support of others. This was best represented
by Rosa, when supporting Armando to build a cinema theatre: ‘My husband is a
dreamer, he dreamt of having a cinema in town and he was so passionate about it that
it was hard for me not to think about how to make his dream come true. We had a
small piece of land at home that could be converted and that would mean some
changes in our daily life. I had to teach at school during the day but would support
Armando in the screenings in the night. I had to think about what I could do to help
and if we could derive some income out of it.’ This presents an unusual approach to
the routines of a lifestyle business in which emotion and family dynamics play a cen-
tral role in the development process. In all cases, spouses suggested the strong dispos-
ition to support their partners in business, overlapping as it did with domestic life.
Miguel was supported by Maria, an economist. Maria saw herself as the enabler
within the business ensuring that Miguel is able to interact with customers without
the complications of domestic chores, including caregiving to their children. He is
free to concentrate on his influence on his entrepreneurial dream of enjoying the out-
doors and making other people enjoy such activities. He sees his knowledge and skills
providing a service to others to enjoy nature and at the same time strengthen bonds
around environmental awareness. Francisco dedicated his free time to refurbish his
home garage into a small workshop. Maribel, a tax accountant, shared his passion for
painting but had no prior experience or knowledge of a business around paintings.
Maribel supported Francisco by providing advice on finance statements and projects
for his business.
All couples initially described how domestic routines formed the basis for the busi-
ness structure. However, as the couples learn about business processes over time they
began to articulate difficulties in needing to have greater separation between the per-
sonal and the professional in order for the businesses to grow. For example, Elmer
and Maribel queried, whether a sustainable customer base would be interested in
their spouse project over time. Table 1 shows that the couples engage in a different
approach to entrepreneurship in which they endeavour to interweave their passion
with domestic duties. Most couples act upon their daily routines in a very traditional
patriarchal way, characteristic of a Latin American society (Black 2018). The entrepre-
neurs articulated how they draw on their familial relationships to support the devel-
opment of each business.
However, we also identified that such an approach can have a negative or detri-
mental effect on the business. In the jewelry business, Daisy and Elmer had distinct-
ive views on a lifestyle business. Daisy was determined to take forward her hobby
and passion for jewelry into a business enterprise yet whilst Elmer supported her wife
on legal matters he preferred to locate the business away from home. He wanted their
children to be brought up to learn about business but to separate the location of the
business from the home. Daisy and Elmer describe a less cohesive story in terms of
life projects than the other participants; their separate perceptions of living the dream
undermines their ability to develop an effective home business model.
Daisy: “I always loved jewelry, I started with beads at home and selling it to friends, then
I got more serious and began taking courses and learning on my own, which I’ve been
doing that for twenty years or so now. I dreamt of having this small shop. I used to be in
974 A. DISCUA CRUZ AND S. V. HALLIDAY

the marketing area of a big company and I know the request for unique and bespoke
items as corporate gifts. They [corporate executives] were my first clients and continue to
purchase items from me because they like my designs. Elmer helped me with the legal
aspects but he does not see it the same way I do. He looks at this business as a training
ground for our children”.
While the climbing and cinema ventures suggest an alignment of life goals and
projects, the other two cases provided a contrasting picture. The Painting study entre-
preneurs articulate complex and mismatched interactions with the aims of the busi-
ness. Maribel suggests that a lifestyle business around a painting studio may survive
for a few years but that growth measures need to be introduced to scale the business.
Yet this clashed with a personal hobby focus of painting as leisure. The question
becomes can the couple produce a viable life project around a hobby-based lifestyle
business? In the case of Daisy and Francisco, their individual motivations in pursuing
a hobby as a business is taking precedence over their ability to create a successful
hobby business model that would include their spouses over more than five years.
Thus, while a lifestyle business can be built on passion, when spouses have a different
perception of the business this may have a mid-long term impact on the spousal
resources and support. The fact that two different visions in two different people in a
partnership will create difficulties may seem obvious, but it is nonetheless essential to
be borne in mind. A lifestyle enterprise, based on a hobby, needs to fit everyday life
for the couple. It needs to provide a commercial benefit for longer-term viability, as
well as a shared life goal. Perhaps a resolution can be found in growing the number
of consumers willing to pay for products or services – which is more of a business
skill to scale a business, rather than a network resource from shared hobby interests.
This was expressed by Daisy and Francisco reflecting on the everyday discussions
around the dinner table with their spouses. Francisco expressed:
“Maribel reminds me constantly that I need to reach out to more people as some of
my future customers may not have heard of me yet. I started to put together creative
presentation packets using painting samples so that people that are enthusiastic about
painting can come to my studio. Maribel will also contact some of her friends, who are
wifes of executives, to promote painting sessions as part of business get-away days. I
know that executives like therapeutic activities and painting is great for that. Once they
come in for a taster session they may be willing to pay for several sessions once they
experience my service”. A similar notion was expressed by Daisy and everyday talks
with Elmer. Both cases suggested that economic resources need to be re-thought as
operant capabilities rather than extant networks or finance.

4.3. Use of social, cultural, economic and physical resources

An interesting finding is related to the way operand and operant resources interacted
with the lifegoals of these consumer-entrepreneurs. They all suggested the use of
social, cultural and physical resources as much as economic ones. Such notion went
against the conventional literature and provided novel and valuable insight. Each net-
work of resources acted upon the life goals and projects of entrepreneurs (Tables 2
and 3). Tables 2 and 3 map each venture to sources and resources. They show that
the social, cultural and physical resources are indeed central to this form of familial,
Table 2. Consumption based business embedded in passion for a hobby or product with a negative return based on the changing face of the business
and domestic environment over time.
Physical (Energy Economic (material objects/
Company Social Cultural and emotions) physical spaces) Achievement of Goals
Jewellery Business Family: The couple struggle Daisy has brought her The couple articulate a Both articulate the It has always been part of
to balance their specialist knowledge of complex and emotionally importance of wearing Daysi life project to
relationship with family jewellery to form the charged environment the jewels produced. incorporate her hobby
members who loaned basis of the business since Daysi choose to go Daisy articulates how a into her life. She suggests
money for jewellery shop. start-up Elmer brings his into business. Elmer feels small shop built over the that dedicating time to
Daisy has developed a experience in law to help conflicts emerge because years has been a very turn it into a business
consumer community the business. Elmer he prefers to keep his full important part of her life has not produced the
who have been part of suggests jewellery for time job and only help since childhood. The craft financial returns
her life since childhood. children may help on the side or when shop is not in a good expected. Daisy describes
Elmer is not familiar with differentiate the business. needed. The couple location for regular how locating the
Daysi’s artisan jeweller maintain an uneasy footfall and feels hidden. business in a small shop
circles and does not balance between the at home is difficult. She
know how to promote practical and commercial does not believe that this
her products to his own demands of the business. is the best environment
circle of friends. Limited to locate the business.
support from Her tribe is more
family members. accessible through trade
shows and on-line.
Painting studio Maribel articulates the Maribel describes how the Maribel describes how she The location of the main Maribel articulates how the
business difficulty of running a couple bring a love of has low energy levels for business presents a outcome of the business
painting studio when her painting for commercial maintaining the business number of difficulties for has not delivered the
husband is absent and purposes. Both have on her own when domestic life due to paint outcome the couple had
customers appear specialised degrees in Francisco is travelling to smell and lack of expected. Francisco wants
demanding personal communication and get clients. The couple aesthetic look of the to keep this dream alive
service. Francisco has accounting. She explains articulate a depletion of garage. To maintain the but it is difficult to
been able to develop a that they have wanted to energy for the day to day business Francisco must compete and also
small consumer tribe find more projects that routines of the business travel while Maribel balance family life.
through local companies, they can do together. over time. Maribel keeps a part time job as Difficult to raise
particularly cafes. Use of struggles to challenge accountant from home. appreciation about
good oil based painting Francisco and identifies This enables the couple painting lessons.
products is expected. moments of tension in to financially sustain their
Limited support from and around business and
JOURNAL OF SMALL BUSINESS & ENTREPRENEURSHIP

family members. financial aspects. domestic needs.

975
Table 3. Consumption based business embedded in passion for a hobby or product with a positive return based on the changing face of the business and
976

domestic environment over time.

Physical (Energy Economic (material objects/
Company Social Cultural and emotions) physical spaces) Achievement of life Goals
Climbing Business Miguel and Maria articulate The business was developed Couple articulate high levels The couple articulate how The couple articulate how
a shared and through embedded of enthusiasm and basing the business from the business has given
complementary approach knowledge in climbing energy when involved in home has enabled them them the opportunity to
to running their business. and outdoor pursuits. their business. Both to achieve their business achieve a balance
The couple are supported Miguel continue to articulate how they draw and family goals. The between their working
by other family members develop their specialist on the others strength couple describe how they and family lives. The
in term of financial knowledge and skills over and religious beliefs to are able to maintain a couple describe how the
advice. Miguel has time through courses and sustain them through modest income and business will be able to
developed a strong brand certification. The couple their daily business and finance the business expand over time as their
community based on articulate a desire to domestic activities. without any debt or children grow older and
their knowledge and maintain the business external financial support. start to attend school.
expertise. They describe over time. This involves The couple describe how This will enable the
A. DISCUA CRUZ AND S. V. HALLIDAY

how they are now able the ability to continue to the location of their couple to provide more
to develop good pursue their love of home near a famous events for their growing
commercial relationships climbing with the ability waterfall allows them to consumer tribes.
with the local schools. to work together and have a relationship with
Miguel articulates how he spend time with their the ideal environment to
maintains connection young and maintain their business.
with the growing family.
climbing community.
Rural Movie The couple received Rosa describes how she Rosa describes how Rosa articulates how Overall Rosa describes how
Theatre domestic/childcare supports Armando in his watching small audiences locating the business at supporting Armando to
support from Rosa’s dream to run his own cheer and enjoy movies home has enable pursue his dream of
mother when children cinemas. Rosa describes makes the couple happy Armando to work long creating his love of movie
were younger. Armando how Armando brings to know there is an hours at the thing that theatres into a business
brought with him a engineering skills to the viable business he loves. The location of has provided them with a
strong consumer/brand business. Rosa is able to opportunity. Armando the business also allowed good and economically
tribe about movies that add in-depth knowledge expressed the feelings of work to be close to home viable business. Locating
he had been involved of business management joy when people come when Rosa finishes the business from home
over a number of years. skills to the business. out of a movie screening teaching at a local has enabled Armando to
Armando also developed Rosa creates bespoke ads and ask about the movies primary school. embed himself in the
new commercial for special movies based for the next day. world of cinema. As such
relationships with movie on creativity training he has been able to
distributors to develop a as teacher. maintain his relationship
rural movie-goer with his consumer tribe.
community over time.
 JOURNAL OF SMALL BUSINESS & ENTREPRENEURSHIP 977

lifestyle entrepreneurship. The current focus on entrepreneurship assumes that eco-

nomic resources are key. And that operand resources are the important assets for the
business. Here we demonstrate that there is a phenomenon of passionate consumer-
entrpreneurs who interact with a greater range of diverse resources in creating their
lifestyle businesses.
In terms of social resources all cases highlighted the relevance of family relation-
ships. This is best exemplified in the movie theatre business. Rosa provides financial,
administrative support and free labour when Armando needs an extra pair of hands.
Rosa did not share Armandos’s passion for films yet she understood from listening to
Armando, what would be relevant for a consumer standpoint. Family support enabled
Armando to leave full-time employment in the national forestry service and follow
his dream. He moved from a passionate consumer of movies to an informed expert
able to offer his knowledge to other consumers within this culture. The following
quote from Armando highlights how a lifestyle business depends on interacting with
operant social resources, not just acting upon operand social resources.
Armando: “I became independent because I was really dissatisfied with my current job, I
felt I could not apply my knowledge to better things. I always loved going to the movies in
large cities because some of them, not all of them, allowed me to imagine how to employ
my knowledge. I knew that people in a rural area wanted to know more about other
societies. There was no TV cable back in the 80 s so I started this [movie theathre] as a
way to also let this rural area know the world that was out there. As an engineer I could
explain how certain things work in the movies afterwards and people really liked that”.
Armando articulated the importance of building a local community that is able to
consume the service and that wishes to develop itself as well. He is developing an
ability to cash in on his social capital within the local community, family and busi-
ness network and to build on the development potential within that community.
Table 2 shows how other entrepreneurs apply a similar approach.
In terms of cultural resources, each couple highlighted that they had specialised
knowledge in the techniques needed to enjoy their hobbies as a consumer, yet there
was a lack of business knowledge prior to start-up. Some partners (Rosa, Maria and
Elmer) had experience in family businesses. This was best exemplified by Maribel and
Francisco from the Painting studio venture. Francisco was a consumer of painting
products (e.g painting canvas, paint, brushes, etc) for more than 20 years and devel-
oped specialised knowledge on its use. Maribel had a passion for painting but has
specialised knowledge in tax accounting and honed her experience helping her
parent’s large family business. Maribel expectations were linked to supporting
Francisco to deal with the often bureocratic tax system. By doing this she would
enable Francisco to fulfil his business short and long term goals.
Maribel: “ … Most of the time I work from home and accounting can be done with a
computer, I mean I can paint as well but other stuff needs to be done. Who is going to
make the business financial reports, the accounting?. I like to help instead with what I am
good at, which is financial reports and project costs … there are other aspects that are
helped by family and friends, for example artists are great to bounce creative ideas about
a painted ad. I have also a good chat with friends in the industry who provide us with
good information about good paint and canvas quality.”
978 A. DISCUA CRUZ AND S. V. HALLIDAY

In terms of physical resources, all couples highlighted the connection to emotions

and physical experience as they were establishing their firm. The physicality of the
process of starting and developing a firm was influential in their domestic experience
as well (Tables 2 and 3). The physicality that emphasises challenges or struggles faced
during participation in the business is an excellent example of having the service-
dominant logic nuanced view of resources that distinguishes between operant and
operand. For the struggles are not acted upon so much as interacted with and co-
constructed in the challenge of facing them. Narratives served to capture how entre-
preneurs experienced the creation of their firm, both emotionally and physically. This
is best represented by Miguel and Maria (Climbing business). The couple articulate a
different approach to entrepreneurship we term consumer-entrepreneurship in which
they endeavour to interweave their passion for climbing with their domestic duties.
Maria: Miguel likes climbing and he is always thrilled when he goes out and guides people
into the mountains. That routine is exhausting for anyone yet not for him. He mentions
that everyday is like climbing a hill for the business and that he enjoys that struggle. From
what I haven seen, you have to be in control at all times and that transfers to the business
approach I guess. He likes to keep the people connected to nature so I helped him by
creating the website and email communication. I do not know a lot about climbing so I
rely on him to tell me stuff and he feels and then I am able to translate that in
the webpage”.
In terms of economic resources, all couples highlighted the home as the place
where the business was located and what that meant in terms of a consumer perspec-
tive. The home is the place where they felt comfortable to engage in their hobbies
and the natural place where their business could be started. This is another example
of the dream bumping into the everyday lived reality, that our research approach
allows us to point up. For, as Table 2 highlights, for two of the entrepreneurs, a pas-
sion for a hobby did not translate into sound preparation and research prior to start-
up. Francisco wanted to create a painting studio for executives at home and thought
he had understood his consumer tribe, that is individual consumers who begin to
interact because they have something in common. Yet Maribel described the import-
ance of understanding who is actually consuming their products and what their
options are. And so whether a home location is enough to maintain a profitable busi-
ness over time. Maribel’s and Francisco’s original life goal of becoming a large yet
bespoke creative art company and selling a high-end product to consumers, who
share the same interests as Francisco, does not match up to the reality of a competi-
tive market where other businesses (e.g art schools with larger physical spaces who
can accommodate a larger number of consumers) may provide a better service. This
illustrates how understanding the material spaces such as the place where a hobby
business would start are important prior to start-up. It also highlights that although
the self-efficacy of entrepreneurs is relevant to pursue a business opportunity, this
needs to be complemented with how individuals, with a family business or con-
sumer/hobbyist background, identify and manage a wide network of resources.
Moreover, economic resources such as start-up funds were diverse: while some
businesses had support from family member’s others relied on self-sourcing. Yet the
relevance of economic resources was also suggested in the way new financing was
obtained. Daisy and Elmer explain how engaging with government-funded schemes
 JOURNAL OF SMALL BUSINESS & ENTREPRENEURSHIP 979

enabled them to gain access to additional start-up funding for the Jewellery business.
Elmer suggested: “A government institution [organisation] approached us … they were
interested in providing seed funding for new companies in the arts. It was great to have
some working capital yet at the end it was just money, no support to how to improve
the business or make it grow. We had the shop at home but I knew that it was not
going to work out if we did not search for a better location.”
Daisy and Elmer identified how external funding was a token exercise that did not
in their opinion provide them with new knowledge regarding an enhanced knowledge
of business development. Remaining entrepreneurs expressed that economic resources
should include knowledge, suggesting that seeing economic resources mainly as oper-
and, such as the existence of finance, is too narrow. This again underlines the useful-
ness of the service-dominant logic perspective on the relevance of distinguishing
operant and operand resources. We provide support for the claim the operant resour-
ces are crucial on both ‘sides’ of the model.
For Miguel, operand resources were related primarily to material spaces outside
the home. In the climbing business, Miguel used a public mountain trail to take his
customers around. It was a mountain he knew well and was easy for him to navigate.
Yet this resource too became operant as customers were asking more and more ques-
tions about how to take on different trails and asking for additional services. While
locations would be public it prompted the further development of personal know-
ledge and expertise, of operant resources, to provide a better service. By experiencing
climbing and rapelling in a local mountain as a consumer, Miguel was able to under-
stand the relevance of such interaction in the development of specialised knowledge
that could be shared with others. The more knowledge was developed, the more he
could interact with his consumer tribe and rely on this emotional insight to delive a
unique experience. In doing so, consumer-entrepreneurs may create a dialectic rela-
tionship between themselves and social networks, material resources and knowledge
structures that influence the development of an enterprise over time. This provides
further insight into the relevance of the theory of service-dominant logic.

5. Discussion and synthesis

For lifestyle entrepreneurs, who start enterprises from hobbies, are their consumer
resources (social, cultural and physical) key resources, alongside economic resources?
The findings highlight that lifestyle consumer-entrepreneurs are eager to launch
themselves into the entrepreneurial process adjusting their actions by relying on their
consumer resources. This process is influenced by their knowledge of consumers and
as consumers, responding to other actors’ interactions, always moving forwards,
driven by passion and determination to start a venture.

5.1. Theoretical and empirical implications

Our first contribution to understanding consumer-entrepreneurship is to develop
understanding by merging literature and empirical data from relational business, con-
sumer culture theory and practice and family microenterprises. We then provide and
980 A. DISCUA CRUZ AND S. V. HALLIDAY

Figure. 2. Conceptualization of passionate lifestyle consumer-entrepreneurship.

analyze data with which to discuss this merger, and so our second contribution is to
provide theoretical development of a conceptual framework that models passionate
lifestyle consumer-entrepreneurship.
Findings support the view that personal factors, behaviours and the environment
are important when viewed from a consumer perspective (Ratten 2015). This study
complements such a view by suggesting that when entrepreneurs develop a business
based on a hobby, particularly with their spouses, they interact and become influ-
enced by their shared view of how to use a wide network of resources.
So, in tackling resources for passionate hobbyists to live their dream and become
successful consumer-entrepreneurs we are offering a good, practical theory: what we
see as the best explanation (Calder and Tybout 2016) of everyday lifestyle entrepre-
neurship. Life goals may motivate them, but the outcome of an integrated life and a
viable business needs a framework that can explain how lifestyle entrepreneurship
unfolds when based on hobbies or long-term interests. This explanation is provided
by our new conceptual framework (Figure 2). This is our key contribution to theory
development in entrepreneurship.
From Figure 2. we can see that using resources as operant and operand is also a
recursive process for the lifestyle consumer-entrepreneurs and can be viewed as pat-
terns, as steps not stages, that are not entirely predictable but are connected rhyth-
mically and in a responsive manner into a progression. We argue that the lifestyle
entrepreneurs’ resource skills, in terms of their ability to acquire, consolidate and
apply a wide range (see Figure 1) should make an important contribution as hobby
enthusiasts establish an entrepreneurial venture. Therefore, any new conceptualization
of lifestyle consumer-entrepreneurship needs to include meaning and transformation,
created by using social, cultural and physical resources, at least as much as economic
resources. These economic resources need to include knowledge that is used and
 JOURNAL OF SMALL BUSINESS & ENTREPRENEURSHIP 981

interpreted inside the venture as operant resources not just static operand resources
such as finances. Findings highlighted exactly what business skills were needed and
the economic resources required suggest a shift towards operant resources such
as capabilities rather than operand resources such as initial finance and pre-existing
networks.
Our objective in this paper has been to name lifestyle consumer-entrepreneurship
as an everyday activity that redeploys resources interactively in achieving
entrepreneurs’ life goals (see the changes between Figures 1 and 2). We have focused
on the interface between the two phenomena of consumption and entrepreneurship.
To do this we have provided four cases that demonstrate the co-mingling
of consumer experience and entrepreneurship. That is, we have taken this opportun-
ity to contribute to theory of lifestyle entrepreneurship using the context of the role
of family micro-enterprises and the conflicting goals of different members, in this
reconceptualization of ‘living the dream’ as an integrative device for hobbyist profes-
sionals. We have made a contribution to the current development of theoretical
frameworks that embrace contexts in which individuals acquire the resources and the
courage to undertake lifestyle entrepreneurial ventures.
The findings also suggest that there are myriad reasons why couples would engage
in starting and developing a business based on a hobby. They nevertheless reveal that
spouse support was crucial (Auken and Werbel 2006), supporting recent studies that
suggest diverse factors that may influence the decision making process of women in
the context of family enterprises (Ramadani et al. 2017). In this study women with a
family business background were confident in their approach to the entrepreneurial
process (Garcia et al. 2019), displaying an active input in the foundation and continu-
ity of a hobby-based business. Prior studies have suggested that the entrepreneurial
engagement of women is often perceived as muted, thwarted or invisible (Hamilton
2006), particularly in Latin America (Gupta, Levenburg, and Moore 2008). This study
supports those studies that found that family involvement has repercussions for life-
style entrepreneurship, as spousal commitment and support influences the ability to
deal with both family and business challenges (Danes, Matsek, and Werbel 2010). By
having spouses involved from the foundation of the firm (Discua Cruz, Hadjielias,
and Howorth 2017), couples can collectively approach lifestyle entrepreneurship,
developing together from a consumer perspective.
Findings suggest that the passionate pursuit of hobbies as entrepreneurial
opportunities is being undertaken with varying degrees of success. We analyzed four
micro-businesses started and developed by couples. S-D logic provided a toolbox for
studying lifestyle entrepreneurship analyzing situations in which actors refuse to
comply with the identities that conventional models prescribe and thus support the
view that business can be lived as an ordinary aspect of domestic life. It frames how
the heterogeneous networks that order the world of entrepreneurs and their intimate
others come into existence and orients this strength towards issues - such as the role
of social, economic, physical and cultural resources. This conceptualization
of passionate consumer-entrepreneurs can be perceived first and foremost as
a collective practice, of co-constructing life with significant others, driven by passion.
It is relational and communal because it unfolds in a social reality.
982 A. DISCUA CRUZ AND S. V. HALLIDAY

5.2. Limitations and further research

The limitation of this study is in its inclusion of a small number of unconventional
entrepreneurial voices. In this study we choose to focus on S-D logic and look closely
at how lifestyle entrepreneurship unfolded. Yet, it does not take away the fact that S-
D logic demands that researchers pay close attention to diverse items at the same
time (Lusch and Vargo 2014). Some items may be missed or misinterpreted, particu-
larly when dealing with individuals related to each other engaging in lifestyle
entrepreneurship.
Right now the context for our cases is the lifestyle business. But we have demon-
strated that there is often conflict from insufficient resource in this for the sustained
viability of the hobbyist business venture. So one further implication of our develop-
ment of theory is that this narrow focus hampers the business. A wider focus on con-
tinued personal and knowledge development, interacting and creating a wider range
of operant economic resources than the static, operant resource of finance is pro-
posed in our model. This wider focus, not only on the entrepreneur (be s/he a lone
hero or be they a couple), but on the creative use of a network of resources, benefits
both entrepreneurs and society.
Moreover, intertwining of life goals, involving both family members and business
objectives, suggests that lifestyle businesses offer an ideal context for understanding
how a consumer perspective may motivate spouses to act jointly to establish, grow,
and perpetuate a lifestyle business. A S-D lens offers much promise to researchers
looking to understand the way spouses may develop one or several lifestyle businesses
(Rosa, Howorth, and Discua Cruz 2014). In emerging economies a greater number of
viable business ventures is needed; for social and community development integrated
lives need to be resourced for economic success to fund such development; this wider
network of resources creates greater resilience in times of crisis. This connected,
interactively-created personal, social and community development might be a fitting
end for lifestyle consumer-entrepreneurship. Policy instruments to support entrepre-
neurs who decide to pursue opportunities based on their personal interests and estab-
lish lifestyle businesses are important in the current economic climate (Dawson and
Henley 2012).
Recent studies argue that such resilience is needed for society, since developing
economies and their families face times of crisis. Further research is required to
establish whether a focus on these ends as a serious contribution to society might be
the key contribution from our reconceptualization of lifestyle consumer-entrepreneur-
ship as an everyday, yet passionate rather than dispassionate undertaking.

Disclosure statement
No potential conflict of interest was reported by the author(s).

Notes on contributors
Dr Allan Discua Cruz is Senior Lecturer, Department of Entrepreneurship and Strategy,
Lancaster University Management School, UK. He has authored papers and book chapters on
 JOURNAL OF SMALL BUSINESS & ENTREPRENEURSHIP 983

entrepreneurial families, portfolio entrepreneurship and artisan entrepreneurs. His research

interest lie on the study of families in business and entrepreneurship in developing economies.
Dr Sue Vaux Halliday is Fellow, Business, Marketing and Entrepreneurship, Kirby Laing
Institute for Christian Ethics, Tyndale House, Cambridge. She has authored book chapters on
entrepreneurship marketing; on services strategy and on relational marketing; her two most
recent articles in the internationally excellent journals, Journal of Business Research and
International Marketing Review are on the customer use of online brands and on the malle-
ability of international brands, respectively.

ORCID
Allan Discua Cruz https://orcid.org/0000-0002-0069-3092
Sue Vaux Halliday https://orcid.org/0000-0001-9065-3264

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