Published 2023

Read in Norwegian

Publication details

Journal : Journal of Small Business and Enterprise Development , vol. 30 , p. 759–785 , 2023

International Standard Numbers :
Printed : 1462-6004
Electronic : 1758-7840

Publication type : Academic article

Contributors : Hersleth, Stine Alm; Gonera, Antje; Kubberød, Elin

Issue : 4

Research areas

Market studies

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Kjetil Aune
Chief Librarian


Purpose Previous research studying larger market-driving businesses argues that successful entrepreneurs intuitively show market-driving capabilities. Even though market-driving is acknowledged as entrepreneurial action and practice, this phenomenon has rarely been studied from a micro-business perspective. Representing more than 40% of all food businesses in Norway, micro-businesses contribute significantly to both value creation and variety in the marketplace, and this study addresses the existing research gap by examining market-driving practices in food micro-businesses in a competitive Norwegian grocery market. Design/methodology/approach The study employs a multiple-case-study approach with four pioneering food micro-businesses within the Norwegian local food sector. Data collected during in-depth interviews with the individual founder-managers provide insight into understanding market-driving practices through the lens of entrepreneurial orientation. Findings The findings suggest that food micro-businesses are disrupting the grocery market through their pioneering practices. A three-pillared framework for market-driving practices in food micro-businesses was developed: (1) taking the risk and following their passion, (2) innovativeness led by a passionate personal value proposition, and (3) proactively and perseveringly building a new category. Originality/value The study offers a novel attempt to explore and conceptualize market-driving practices in a micro-business context. The findings present a new framework for market-driving contextualized in the local food sector, representing an under-investigated area in micro-business and enterprise development.


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