Broadening the concept of international entrepreneurship: 'Consumers as International Entrepreneurs'

Yanto Chandra, Nicole Coviello

Research output: Journal article publicationJournal articleAcademic researchpeer-review

74 Citations (Scopus)


We integrate theories from international business, entrepreneurship, innovation, marketing and network economics to develop a four-part typology of 'consumers as international entrepreneurs'. This broadens the concept of international entrepreneurship and complements the firm-level focus customary in research on international new ventures and entrepreneurs within those ventures. We develop our arguments in the context of the new economy and discuss areas for investigation in this emerging area of inquiry.

Original languageEnglish
Pages (from-to)228-236
Number of pages9
JournalJournal of World Business
Issue number3
Publication statusPublished - Jul 2010
Externally publishedYes


  • Born Global
  • Co-creation
  • Consumer entrepreneur
  • International entrepreneur
  • International marketing
  • New economy
  • User entrepreneur

ASJC Scopus subject areas

  • Business and International Management
  • Finance
  • Marketing


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