Learning from Levi–Strauss’ Legacy: Art, Craft, Engineering, Bricolage, and Brokerage in Entrepreneurship

Given the increasing attention to traditionally less “rational” entrepreneurial behaviors, such as bricolage, we used grounded theory techniques to study 23 diverse entrepreneurs. From this, we developed a five–category typology of entrepreneurial behavior that includes art, craft, engineering, bricolage, and brokerage. Themes such as self–perceived identity, organization of space, integration of materials, sense of personal limits, and responsiveness to changing market conditions were observed along categorical lines. We discuss the significance of the typology and each category's associations with venture longevity and financial performance for practitioners and for the study of entrepreneurship.