Entrepreneurial Narrative in Building a Creative Business Ecosystem: A Qualitative Study

Sharon Kumaratih Dewi Wardoyo; Abraham Leslie Petir Lelengboto

doi:10.55927/ajma.v5i3.16784

Authors

Sharon Kumaratih Dewi Wardoyo Universitas Klabat
Abraham Leslie Petir Lelengboto Universitas Klabat

DOI:

https://doi.org/10.55927/ajma.v5i3.16784

Keywords:

USS Network, Effectuation Theory, Opportunity-Driven Entrepreneurship, Creative Industries

Abstract

This study aims to develop an understanding of Jeffrey Jouw’s (Jejouw) entrepreneurial journey in establishing USS Network as a business ecosystem within the creative industry through a narrative analysis approach. The research adopts a qualitative method, using data from YouTube podcast episodes, with verbatim interview transcripts as the primary data. Opportunity-driven entrepreneurship and effectuation theory are used as conceptual and theoretical frameworks. The findings reveal that Jejouw’s decision to become an entrepreneur was driven by both recognized and unrecognized opportunities shaped by early family experiences, as well as a conscious initiative to start a small-scale business. His entrepreneurial journey aligns closely with the dimensions of effectuation theory, namely bird-in-hand, affordable loss, crazy quilt, lemonade, and pilot-in-the-plane.

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