Letting Them Get Close: Entrepreneurial Work and the New Normal

  • Hanna-Mari Ikonen
Part of the Dynamics of Virtual Work book series (DVW)


‘Lifestyle-based entrepreneurs’ are self-employed people who work from home and have moved into entrepreneurship to live a certain lifestyle and escape insecure wage work. This chapter looks at the example of home-based businesses in Sweden and Finland hosting the ‘dog hobbyists’ who participate in dog training in rural settings. In this new entrepreneurial work, production, reproduction, and consumption blur together as the entire lifestyle becomes commercialised. Despite individualised risk, the entrepreneurs remain optimistic that they have the resources to make real their fantasies of living the ‘good life’.


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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Hanna-Mari Ikonen
    • 1
  1. 1.University of TampereTampereFinland

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