Introduction

An unconventional way of doing things is a new approach to many people to live

their life unconventionally. To do different things, where people can learn and satisfy
assign goals for self-betterment of life with their perspective. Doing an unconventional
way or approach for recognition and self-satisfaction is not very old phenomena.
Management is not untouched by this unconventional approach in filed like
marketing, operations, and other areas. A proposal to do things unconventional
entrepreneurship is not captured sufficiently by current theories. This paper explored
the idea of unconventional entrepreneurship and discussed various factors that are
causing and affecting to take shape in business ventures.

Unconventional Entrepreneurship
A successful entrepreneur recognizes the right opportunities and selection to
venture into new businesses. Idea identification and an assortment of opportunity
mostly based on economic terms mainly revenue/profit driven for conventional
entrepreneurs. The unconventional approach can be defined to avoid routine and
formulaic content. To do a different type of work, which is more driven by passion;
rather the economic opportunity is one of that critical part in unconventional
entrepreneurship.

The opportunity search is not the first step for unconventional entrepreneurs. The
passion driven approach shared passion and interaction with passionate people, and
communal incentive to develop something to venture in a successful business is the
core of unconventional entrepreneurship. This approach neither bound by nor accord
with the conventional approach involving planning, launching and developing a new
venture. The Schumpeterian figures are distanced by unconventional entrepreneurs
to follow a different path.

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Factors defining Unconventional Entrepreneurship
a) Role of Passion
Lifetime employment in one company and search for a meaningful life to avoid
routine and boredom is a new thought to many individuals. Passion plays a vital role
to follow their inspiration, get recognition and come out from crises. Ordinary to
serious passion can help to develop a new skill, drive meaning and transform lives
positively. A severe passion may lead to a new form of entrepreneurship which goes
beyond profits and other financial benefits.

b) Role of community
Community (linked by the same passion, not the homogeneous group) play an
essential role in exploring and test an innovative idea. It has a significant impact on
the start-up process, exercising the exchange of experience, ideas generated by various
activity within themselves. Community feedback help entrepreneurs to improve and
produce better product and services before launching in the market.

c) Liquid time
Everyday life is moving from stable and secure to more significant uncertainty with
rapid changes. Society can be considered as liquid if people find themselves in and
wherein, their act changes before they have time to consolidate their behavior into
procedure and habits. In liquid time consumer era replaced the substantial period of
producer and removed many constraints of all aspect of everyday life. Liquid time
help unconventional entrepreneurs to act with uncertainty, instability, insecurity and
the only constant being accelerated change. Unconventional entrepreneurs absorb and
express liquidity by eliminating the barriers between private (consumption) and
professional (production) lives. The period of life is essential in making a mind and
decide to establish a firm for such entrepreneurs. Many passionate people flourished
businesses due to the limited option of products in the market to fulfill their passion.

d) Governmentality and Drawback of unconventional entrepreneurship

Many people feel about the right combination of private passion and professional
success to accurate representation for unconventional entrepreneurship.

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Unconventional entrepreneurs present themselves as alienated, goal pursuers or
practice follower that no external actor or factor influence them to follow and which
they do not desire or approve. They can be prisoners of a new form of alienation that
does not stem from outside but instead from within the individual.

In liquid time neoliberalism is the dominant ideology and this ideology shape
people’s affairs and encouraging them to substitute mainstream employment with
challenges and excitement of unconventional entrepreneurship. Asman describes
three primary wellsprings - The dynamics of competition, the creativity dispositive
and technology of the self.

Cruel optimism may affect the lives of unconventional entrepreneurs when they
face the big gap between promise and delivery. All believed in demonstrating the
same ability as an athlete and do have the necessary skill, e.g., adaptation, permanent
change, mental and physical flexibility.

Conclusion
This paper focuses on unconventional entrepreneurship with changing society, i.e.,
liquid society. With the development in social structure form stable to uncertainty,
producer to consumers driven community is giving an idea to spend a meaningful
rather than routine life.

Giving meaning to their daily life, search for recognition and receiving less value
for current work are some key crisis point to do something unconventional to satisfy
themselves. Unconventional entrepreneurs have their justification in context to impact
and part of societal change.

Here passion plays a vital role to overcome life crisis and amateur hoppy can play
an important role to develop a new skill, driving meaning, and positively transform
lives. The amalgamation of passion and business is giving a new dimension to the
business opportunity and help individuals to work on self goals.

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Reference
Guercini, S., & Cova, B. (2018) “Unconventional entrepreneurship”, Journal of
Business Research Vol.92, pp. 385-391

Annexure

Fig. 1: Contextualizing unconventional entrepreneurship