Consumerism and Entrepreneurial Opportunity: The Case of MMM

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Author(s): Adedayo Abinusawa (University of East London, UK)
Copyright: 2019
Pages: 17
Source title: Exploring the Dynamics of Consumerism in Developing Nations
Source Author(s)/Editor(s): Ayantunji Gbadamosi (University of East London, UK)
DOI: 10.4018/978-1-5225-7906-9.ch016

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

Despite significant research on consumerism, little is known about its impact on entrepreneurial opportunity production. Where existing literature focuses on describing consumerism, this chapter investigates how consumerism can influence the production of entrepreneurial opportunity for some. The case study of Mavrodi Mundial Movement (MMM) is examined from secondary data sources (such as articles, journals, magazines, etc.) to obtain historical information. The analysis shows that by understanding consumerism, the individuals behind MMM were able to produce and exploit an entrepreneurial opportunity in different markets.

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