This videography explores the evolving nature of tribal entrepreneurship within the international beer pong consumer tribe. It discusses how passionate consumers are evangelising a focal tribal brand in a sophisticated entrepreneurial manner. Second tier tribal entrepreneurs aid the process of communal glocalization. Thus, they are understood as cultural gatekeepers: a link between the focal tribal brand and a remote sub-tribe.
Videographer: Stephen R. O'Sullivan, Lecturer of Marketing & Consumer Culture, School of Management & Marketing, University College Cork, Ireland.
I would like to thank my colleagues at Kedge Business School & University College Cork for their constructive feedback.