ABSTRACT
The literature on communities (Cova and Cova, 2002; Kozinets, 1999; Muñiz and O’Guinn, 2001; Schouten and McAlexander, 1995) traditionally focuses on well-known brands (for instance, Salomon, Apple, and SAAB) and widespread activities. However, Small-Medium Enterprises (SMEs) and even craft companies can also leverage the tribal phenomenon, and a single entrepreneur may even gain a competitive advantage over larger organizations. In fact, the individual craftsperson can participate in the life of a community and gain a legitimate position within it, while this is not possible for an institution.
