ABSTRACT
Research on creative industries has attracted considerable interest in cultural entrepreneurs as creative agents in complex interactions with multiple and evolving goals. The chapter aims to capture the complexity of creative entrepreneurship, exploring it as a journey driven by cultural and social goals on the one hand, and economic needs on the other.
The investigation is an inductive inquiry carried out through an in-depth analysis of a single revelatory micro-case in the publishing industry. Analysing the longitudinal sequence of the entrepreneur's changes and struggles, the chapter explores and makes sense of the nature of the entrepreneurial story of a creative agent striving to balance cultural aspirations and social reputation with market success and financial sustainability. The chapter analyses the entrepreneurial journey from its first steps to the final decision to quit, questioning if and how creative work can also be a sustainable entrepreneurial project.
