Archive for the ‘ the entrepreneur ’ Category

The Entrepreneur as Jester.

imagesCACYS744In popular discourse, the identity of the entrepreneur is described as an individual’s life story, achieving entrepreneurial success in the face of adversity, thus creating a strong association with the innate attributes of the entrepreneur, acting as an autonomous ‘free agent’, and often against all the odds. For instance, Alan Sugar’s profile is that of someone who from humble beginnings has become a highly successful entrepreneur. This narrative is depicted by Warren and Anderson in their study of the ‘aesthetic performance of an entrepreneurial identity’ which illustrates the personality of Michael O’Leary, Chief Executive of the airline Ryanair (2009). For the authors, O’Leary’s entrepreneurial character is playful in his interactions with the media; he adopts a ‘jester-like pose, where the freedom of the clown’s cap allots a broad license to lambast both figures of authority influential in setting governance structures and also, the greyed ranks of august established competitors’ (ibid, p. 149). Warren and Anderson expose O’Leary’s ability to use entrepreneurial rhetoric as a means of challenging the structures which stand in his way, as a business man (ibid). Here, the idea of the entrepreneur is similar to that of the maverick, the disruptive individual who acts differently from the establishment. According to Warren and Anderson, O’Leary is empowered by performing this role and employs the character of the entrepreneur to meet his business needs in a competitive marketplace.

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