Department of Management

Female lifestyle entrepreneurs and their business models

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Traditionally, entrepreneurship has been associated with economic and business growth opportunities, economic motives and a profit-driven orientation (Ateljevic and Doorne, 2000; Cederholm and Hultman 2008). Lifestyle entrepreneurship, on the other hand, has been equated with non-growth businesses, and motives that involve balancing family and work obligations (Harris, 2007), as well as a need for flexibility in everyday life, greater personal freedom or supporting a particular lifestyle (Cederholm and Hultman, 2008), generating a family income without leaving the family (Dawson et al., 2011; Marcketti et al., 2006) or merely working with one’s true passion. Thus, a clear orientation towards non-economic motives can be identified among lifestyle entrepreneurs (Morrison, 2006).
Lifestyle businesses are commonly found within the hospitality, tourism, (particularly rural tourism), leisure and creative craft industries (Getz and Peterson, 2005), and they are typically home based. In the past decade, a shift can be observed. Firstly, although the traditional industries still dominate, there has been a change in the demand for differentiated and tailor-crafted tourism products (Ateljevic and Doorne, 2000); secondly, even if lifestyle businesses are still found mainly in rural areas, they make avid use of the internet to create reach; and thirdly, some lifestyle businesses have taken on a new twist: even if they originally were oriented towards enhancing their own life quality, they may grow to become almost religious movements in that they attract customers who become ‘disciples’ and buy into the lifestyle because they hope that it will bring them a new lease of life that will make them happier. Indeed, lifestyle is seemingly becoming transformed into a ‘commodity’ that can be sold in line with a physical product. This is both anew phenomenon and a new type of business model that is greatly assisted by the spread of the Internet. Thus, when viewing lifestyle entrepreneurship from this perspective it becomes pertinent to look to religious sociology for elucidation of the phenomenon. This chapter, therefore, sets out to investigate and understand the current role and impact of the business model used by lifestyle entrepreneurs through the lens of soteriology.
Original languageEnglish
Title of host publicationThe Routledge Companion to Global Female Entrepreneurship.
EditorsColette Henry, Teresa Nelson, Kate V. Lewis
Number of pages15
Publication year2017
ISBN (print)978-1138015180
Publication statusPublished - 2017
SeriesRoutledge Companions in Business, Management and Accounting

    Research areas

  • female lifestyle entrepreneurs, Soteriology, business models

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