Research Handbook on Entrepreneurial Behavior, Practice and Process
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Research Handbook on Entrepreneurial Behavior, Practice and Process

Edited by William B. Gartner and Bruce T. Teague

This Research Handbook provides a comprehensive and detailed exploration of this question: What do entrepreneurs do? The book offers three perspectives (behaviour, practice, process) on this question, demonstrates specific methods for answering the question (ethnography, autoethnography, participant observation, diaries, social media platforms and multilevel research techniques) and provides insights into the implications of pursuing this question as it pertains to: the timing and relationality of entrepreneurial activities, the influence of socially situated cognitions, the effect of team membership, and, the challenges of pursuing a behaviourally oriented entrepreneurship pedagogy.
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Chapter 6: Performing affirmation: autoethnography as an activist approach to entrepreneurship

Kim Poldner


This chapter argues that the concept of activist autoethnography affords a powerful avenue to the study of entrepreneurial practice as it connects direct personal experience with societal change. Embracing an affirmative understanding of entrepreneurship, the entrepreneurial “mystory” of the first author is at the core of this analysis. Through narrating how her life as a student of fashion, a serial entrepreneur in sustainable fashion and an academic unfolded, deep insights are gained in “the coming into being of a sustainable fashion movement”. Disclosing vulnerability in “entrepreneurial failure” and everyday life choices, the article reveals how autoethnographic accounts of entrepreneurial becoming can create value for entrepreneurship theory and practice.

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