Entrepreneurial
b
ricolage
t
heory:
T
he use of recycled
steel containers as an alternative mode of entry
Teoría del bricolaje empresarial: El uso de contenedores de acero
reciclados como modo alternativo de entrada
Alexander Rosado-Serrano
1
; Antonio Navarro-García
2
; Carola M. Nárvaez-
Rosario
3
1
Universidad Interamericana de Puerto Rico;
2
Universidad de Sevilla, España;
3
Universidad
Interamericana de Puerto Rico
Descripción del autor:
Dr. Alexander Rosado Serrano
Catedrático
Auxiliar
en
Comercio
Internacional
en
la
Universidad
Interamericana de Puerto Rico. Editor
Asociado
en
Marketing
en
Business
Research
Quarterly.
PhD
en
Comercio Internacional (UPR), PhD en
Gestión
Estratégica
y
Negocios
Internacionales
(U
Sevilla).
Ofrece
cursos
en
inglés
y
español
de
Comercio
Internacional,
Marketing,
Empresarismo,
Finanzas,
Contabilidad.
Antonio Navarro-García
Decano
de
la
Facultad
de
Ciencias
Económicas
y
Empresariales,
Universidad
de
Sevilla,
España.
Catedrático en Marketing en el área de
Comercialización
e
Investigación
de
Mercados.
Sus
publicaciones
son
en
las áreas de
exportación, canales
de
distribución y franquicias.
Carola M. Nárvaez-Rosario
Catedrática Auxiliar en la Universidad
Interamericana de Puerto Rico en las
áreas
de
Estudios
Hispánicos,
Teología
e
Historia.
Posee
una
maestría
en
Artes
en
Estudios
Teológicos
(UCB),
un
doctorado
en
Filosofía
y
Letras
en
Historia
de
América
(UIPR)
y
un
doctorado
en
Filosofía
y
Letras
en
Estudios
Hispánicos
con
concentración
en
Literatura Hispanoamericana (UPR).
(
alrosado@arecibo.inter.edu
)
;(
anavarro@us.es
)
; (
cnarvaez@arecibo.inter.edu
)
ABSTRACT
Traditional
business
development
has
been
undergone
in
physical stores in small towns and shopping centers. Recently,
entrepreneurs
selected
entry
modes
such
as
shipping
containers,
mobile
and
tow
trucks
to
open
stores
for
food
consumption and other consum
er goods and services. We used
entrepreneurial bricolage theory to explore if the motivations for
this
selection
are
based
on
a
sustainable
perspective
or
convenience and costs. We conducted a survey of university
students and found that young entrepreneur
s still favor opening
stores in traditional locations such as city centers in small towns
as well as the adoption of alternative modes of entry such as
steel
shipping
containers.
This
paper
expands
the
limited
literature on the reutilization of shipping co
ntainers for business
development.
Keywords
:
entrepreneurship, alternative modes of entry, steel
containers, recycled, entrepreneurial bricolage.
Newman Business Review
Vol 11 N° 1 | Junio 2025 p. 042 - 079 ISSN: 2412-3730 DOI: http://dx.doi.org/10.22451/3002.nbr2025.vol11.1.10105
Recibido: 15 de marzo del 2025. Preevaluado: 25 de marzo del 2025. Aceptado: 01 de
mayo del 2025. Publicado: 30 de junio 2025.
Este
es
un
artículo de
acceso
abierto, distribuido
bajo los términos
de
la licencia
Creative
Commons
Atribucion - No Comercia_Compartir Igual 4.0 Internacional. (http://creativecommons.org/licenses/by-nc-
sa/4.0/) que permite el uso no comercial, distribución y reproducción en cualquier medio, siempre que la
obra original sea debidamente citada
RESUMEN
El Desarrollo tradicional de negocios ha sido mediante tiendas
físicas
en
pueblos
pequeños
y
centros
comerciales.
Actualmente,
emprendedores
seleccionan
modos de entrada
como
contenedores
marítimos,
camiones
y
remolques
para
abrir
tiendas
de
venta
de
alimentos,
bienes
de
consumo
y
servicios. Utilizamos la teoría de entrepreneurial bricolage para
explorar si las motivaciones para esta selección están basadas
en
la
sostenibilidad,
conveniencia
y
costos.
Efectuamos
una
encuesta
a
estudiantes
universitarios
y
encontramos
que
jóvenes emprendedores favorecen abrir negocios en centros
de las ciudades, pueblos pequeños al igual que la utilización de
modos alternos como contenedores de acero marítimos. Este
articulo
expande
la
limitada
literatura
en
la
reutilización
de
contenedores marítimos para el desarrollo comercial.
Palabras claves:
emprendimiento, modos alternos de entrada,
contenedores de acero, reciclaje, entrepreneurial bricolage.
Entrepreneurial Bricolage Theory: the use of recycled steel containers as an alternative mode of entry
62
-
I.
INTRODUCTION
Traditional business development has been linked to physical stores. This has
been
a
trend
in
metropolitan
and
suburban
areas.
In
the
US,
we
have
seen
how
entrepreneurs have shaped city centers with their entrepreneurial projects; similarly,
this
has
been
a
trend
worldwide
as
suburban
areas
have
been
developed
as
city
centers were transformed into business areas and housing was inaccessible. For many
years, fixed locations were accessible for new projects, yet nowadays, using traditional
storefronts
and
spa
ces
in
shopping
centers
is
restrictive
for new entrepreneurs.
In
addition, after the covid pandemic, many people are considering opening their own
business
and
these
new
entrepreneurs
are
more
environmentally
conscious
and
consider using recycled and susta
inable resources for their new endeavors.
Historically, business development has been linked to a physical storefront in
most countries. This has been a norm for the sale of consumer goods and for the
establishment of service companies. When we take a glimpse worldwide, over 80% of
the businesses
found are family businesses (Rosado
-
Serrano, 2017) which are the
underpin for economic transformation and job creation. In addition, family endeavors
are the first example of business creation in transition economies (Rosado
-
Serrano &
Navarro
-
García, 2019)
.
For
different
reasons,
individuals
and
families
decide
to
develop
their
own
business. For many, having a family business represents part of their way of living,
which often is embedded with their moral and spiritual values in addition to having a
safe plac
e for raising their children and taking care of their elderly. These values are
instilled in the way they operate their business as well as the products they offer. Some
of
these
values
are
derived
from
cultural
interactions
within
a
society
and
others
thr
ough
religion.
For
example,
in
Judaism,
there
are
613
divine
commandments
identified by Rabbis in the Bible, and more than 100 of them are related to how to
govern their economic matters (Green, 1997). In the case of protecting consumers
from economic expl
oitation, some Rabbis may lean toward the concept of just price
Alexander Rosado-Serrano, Antonio Navarro-García, Carola M. Nárvaez-Rosario
63
and reasonable profit (Green, 1997). Moral and spiritual traditions need to be dynamic
and
renovate
at
the
same
time
as
society
evolves
(Naughton
&
Cornwall,
2006).
Naughton and Cornwall (2006) indicate that Catholicism is a religion that is publicly
argue
d. This theological vision indicates that Catholic Christianity tradition seeks to
make its principles and ideal easy to comprehend to people of all backgrounds and it
evolves through the wisdom that resides in both Christian and non
-
Christian sources.
We
can say that Catholic social tradition is institutionally embodied, i.e. that is lived in
many social entities that may start from the family to the productive organizations and
the
government.
Therefore,
economic
development
is
closely
related
to
moral
an
d
spiritual
traditions
and
governmental
actors
and
private
business
are
impacted
by
religion even though on occasions it is not widely publicized.
Business entities are the cornerstone of societal organization and through our
recorded
history.
Today
we
can
find
examples
of
businesses
that
have
been
in
operation for over a hundred years. For example, in Spain you can find in food service
Chocolateria
San
Gines
in
Madrid
and
Confitería
la
Campana
in
Seville.
These
businesses
have
become
tourist
destinations
and
iconic
segments
of
their
urban
communities. At first glance it is difficult to say that an existing business has a strong
underpin on moral and spiritual traditions. We can see c
ompanies that use the Catholic
social thought as they are formed and grow such as Mondragon (Naughton & Cornwall,
2006). In Puerto Rico, there is a family business called “El Meson Sandwiches”. This
company has deeply rooted catholic values and although yo
u don’t directly see the
application
in
the
day
-
to
-
day
operation
of
the
company,
each
time
one
new
store
opens, it is blessed by a catholic priest. Its founder, Felipe Perez, has passed the
management
to
the
new
generation
from
the
family,
still
he
is
acti
vely
involved
in
visiting the headquarters as well as servicing its local parish as a deacon.
Like a hundred years ago, business development is the key to transforming
society and families alike. Albeit this, this type of entrepreneurial activity is very hard
to develop today due to the high costs of real estate in city centers in these high traf
fic
locations. Young people and mature adults with interest in opening their own business
face hardships when they try to find a feasible location for their entrepreneurial venture.
Entrepreneurial Bricolage Theory: the use of recycled steel containers as an alternative mode of entry
64
This
also
affects
the
decision
to
open
in
shopping
centers
and
other
suburban
locations. Entrepreneurs must look for lower cost of entry modes to start and expand
their business projects. After COVID 19, many people decided to value their free time
and con
sidered developing their own business to find a safe place to have a quality of
life and concern over their impact on the environment, therefore the study on how
entrepreneurs may find reasonable and accessible locations is a critical agenda.
The purpose of this research is to provide an exploratory view of the interest of
current
university
students
in
developing
their
own
business
by
using
sustainable
resources,
particularly
recycled
steel
shipping
containers.
For
this
reason,
this
research i
s structured as follows: in section two we present our literature review where
we present different theoretical assumptions, we need to understand the decision of
using sustainable resources toward opening a new business. In the third section, we
follow wi
th our methodological process used on this research. In the fourth section, we
present the results of the survey undertaken by university students, and in the fifth
section we discuss our findings and provide avenues for future research.
-
II.
THEORETICAL FRAMEWORK
Entrepreneurial Bricolage Theory
Entrepreneurship
can
be
defined
as
an
attitude
or
state
of
mind
where
a
visionary and flexible person gathers different resources and organizes them toward
the development of a business. Further it can be said these entrepreneurs struggle
with limited reso
urces and on occasions they manifest emotional intelligence to adapt
when
unexpected
events
come
into
play.
Nowadays,
entrepreneurs
are
more
environmentally
conscious
and
consider
the
use
of
existing
resources
to
minimize
destruction and other society an e
nvironmental problem (
Nuseir & Aljumah, 2022). One
way to approach reducing existing problems is by the reutilization of existing structures,
some are fixed, others are mobile, and in occasions were created for other purposes.
This repurpose of resources for the development of
new economic activities can be
called entrepreneurial bricolage. Bricolage is a concept of making do with what is at
hand
(Lévi
-
Strauss,
1967).
This
concept
has
evolved
to
what
we
now
call
Alexander Rosado-Serrano, Antonio Navarro-García, Carola M. Nárvaez-Rosario
65
entrepreneurial
bricolage.
Sivathanu
and
Pillai
(2019)
indicate
that
entrepreneurial
bricolage
is
using
a
different
combination
of
available
resources
to
address
new
opportunities and challenges. Baker and Nelson (2005) explored this concept through
a fie
ld study of 29 resource constrained firms. They found that new small firms were
able to create something from nothing by exploiting physical, social, and or institutional
inputs.
Therefore,
their
findings
indicate
that
by
using
an
alternative
approach
to
e
xisting
resources,
new
opportunities
arise
that
are
more
sustainable
in
resource
constraints environments.
Alternative Modes of Entry
Alternative modes of entry are a variation of the traditional entry mode that is
used to develop new projects that may be with economic interests and for nonprofits
(Rosado
-
Serrano & Navarro
-
García, 2022b). The most used alternative mode of entry
is the st
ore in store, where a brand of consumer goods or services places a store or
‘corner’
inside
a
big
box
retailer
(Rosado
-
Serrano,
2017),
supermarket,
or
other
facilities
that
may
be
independent
or
franchised
(Rosado
-
Serrano,
2016,
2017;
Rosado
-
Serrano
&
Nava
rro
-
García,
2022a,
2022b).
Similarly,
there
are
temporary
stores or pop
-
ups, steel containers and mobile trucks that are used to create and sell
food products and other services (Rosado
-
Serrano and Navarro
-
Garcia, 2022a). The
use of steel containers for ec
onomic activities is not only a constraint to the food service
and other consumer goods. For many years, used and new steel containers have been
used as offices, warehouses, and recently as rooms for
AirBnB rental (Airbnb, 2024)
due to the flexibility of deployment and high costs of rental space and construction.
Alternative
modes
of
entry
have
been
successful
for
entrepreneurs
in
developing new projects that are constraint by low economic resources, restrictions on
construction
and
other
external
forces.
Similarly,
this
strategy
is
aligned
with
the
pastoral letter
Laudato Si where Pope Francis encourages to take care of our common
home as he shares in the following excerpt:
“Account must
also
be
taken
of
the
pollution
produced
by
residue,
including
dangerous waste present in different areas. Each year hundreds of millions of tons of
Entrepreneurial Bricolage Theory: the use of recycled steel containers as an alternative mode of entry
66
waste are generated, much of its non
-
biodegradable, highly toxic and radioactive, from
homes and businesses, from construction and demolition sites, from clinical, electronic
and industrial sources. The earth, our home, is beginning to look more and more l
ike
an immense pile of filth.” (Pope Francis, 2015).
Sustainability and Recycled Resources
During the last twenty years we have seen a global interest regarding excessive
consumption habits, the discard of resources and the high levels of contamination in
all countries. On May 24, 2015, Pope Francis published the Encyclical letter Laudato
si
’, about “on care for our common home”. On this encyclical the pope said that: “The
urgent challenge to protect our common home includes a concern to bring the whole
human family together to seek a sustainable and integral development, for we know
that thi
ngs can change.” (Pope Francis, 2015). He argued about the need of a circular
model because
:
“We have not yet managed to adopt a circular model of production capable of
preserving resources for present and future generations, while limiting as much
as possible the use of non
-
renewable resources, moderating their consumption,
maximizing
their
effic
ient
use,
reusing
and
recycling
them.
A
serious
consideration of this issue would be one way of counteracting the throwaway
culture
which
affects
the
entire
planet,
but
it
must
be
said
that
only
limited
progress has been made in this regard” (Pope Francis,
2015).
On September 25, 2015, the United Nations approved Agenda 2030 with the
purpose of developing a plan with 17 sustainable development objectives to promote
responsible
consumption
and
reutilization
of
existing
resources
(Naciones
Unidas,
2015)
.
Many companies have embraced the creation of institutional programs toward
sustainability,
particularly
the
ones
that
have
a
global
footprint
and
their
economic
activity resides with the environment and scarce carbon resources. Similarly, social
perception
toward environmental issues have also changed dramatically, particularly
in
the
last
decade.
The
younger
generation
is
more
conscious
regarding
the
Alexander Rosado-Serrano, Antonio Navarro-García, Carola M. Nárvaez-Rosario
67
environment
and
are
keener
to
participate
in
social
initiatives
toward
addressing
climate change and social issues.
Pope Francis in the Apostolic Exhortation Laudate Deum, to all people of good
will on the climate crisis published on October 4, 2023, explicate that
:
“Efforts
by
households
to
reduce
pollution
and
waste,
and
to
consume
with
prudence, are creating a new culture. The mere fact that personal, family and
community
habits
are
changing
is
contributing
to
greater
concern
about
the
unfulfilled responsibilities
of the political sectors and indignation at the lack of
interest shown by the powerful. Let us realize, then, that even though this does
not immediately produce a notable effect from the quantitative standpoint, we
are helping to bring about large processe
s of transformation rising from deep
within society” (Pope Francis, 2023).
Not all the changes in the perception toward sustainability are based on the
expectation of a fairer and better society, others are just based on economic interests.
Many companies, due to the limitation of access to prime resources and high costs of
alter
natives are looking for alternatives to reduce costs, maximize their resources and
optimize
their
manufacturing
and
operational
process.
One
visible
area
of
implementation
of
recycled
materials
and
processes
is
around
processed
and
unprocessed
foods.
There
has
been
an
increase
in
the
packaging
used
for
food
products that indicated they used recycled materials; albeit this, there is a possibility
these recycled packages contain toxic materials. Whitt et al., 2012 found the use of
recycled materials by intern
ational suppliers increase the possibility of contamination
of the prime resources used for the construction of food packaging. On the other hand,
another resource that is actively reutilized for industrial and commercial applications
are the steel cargo c
ontainers (Pruzan
-
Jorgersen & Farrag, 2010). Baur et al 2015
analyzed
shipping
containers
and
other
forms
of
transport
from
the
toxicological
perspective. They found that to preserve quality and the spread of epidemics, there
was a high use of chemicals and radiation to red
uce these types of risks. Because of
this exposure,
it has been
found
that
shipping
port employees
and
cargo handling
Entrepreneurial Bricolage Theory: the use of recycled steel containers as an alternative mode of entry
68
personnel
have
been
affected
by
these
sanitation
and
risk
reducing
procedures.
Currently,
there
are
no
scientific
studies
that
analyze
the
use
of
recycled
shipping
containers as retail stores for consumer goods, food preparation or other uses such as
housi
ng or hospitality rental. It can be said the use of recycled shipping containers is
widely adopted in many industries worldwide, yet the impact of their use toward the
health of the consumers and employees is not clearly known.
-
III.
METHODOLOGY
To gain an exploratory perspective toward the decision to use recycled steel
containers to develop new business around food consumption, we conducted a survey
to university students in a general course called entrepreneurial culture. This course is
taken b
y all students that are pursuing a bachelor’s degree in stem, social sciences,
nursing, and economic and administrative sciences. Since the population is a varied
one that represents the spectrum of possible people that can feel inclined to purse an
entrep
reneurial project, we feel it may provide a general view of the decision to open
a
new
business
and
their
view
of
the
use
of
recycled
shipping
containers.
The
population is 55 students and 33 participated in the survey. The questionnaire was
comprised
of
1
2
questions.
The
first
six
questions
were
to
establish
demographic
information
and
consumer
preferences
toward
the
consumption
in
traditional
store
formats and alternative modes such as food trucks and shipping containers. Questions
seven to twelve are reg
arding their interest in developing their own business and the
decision on which format to develop it.
-
IV.
RESULTS
The first set of questions was to establish the profile of the participants in the
study. On Figure 1 we see the distribution of the age group that participated in the
survey.
Alexander Rosado-Serrano, Antonio Navarro-García, Carola M. Nárvaez-Rosario
69
On
Figure
2
we
see
the
how
respondents
see
themselves
regarding
entrepreneurial attitudes, ethical behavior and their perception toward hygiene and rule
of law. It is important to clarify that participants would select more than one category
in this figure
.
On Figure 3, participants responded on their preference when deciding for a
place
to
eat.
It
is
important
to
clarify
that
participants
would
select
more
than
one
category in this figure.
Entrepreneurial Bricolage Theory: the use of recycled steel containers as an alternative mode of entry
70
Figure 1-
Age distribution of participants
20 years or less
21 to 30 years
31 to 40 years
41 to 50 years
0
5
10
15
20
25
30
I consider myself
an
entrepreneurial
person
I consider myself
an ethical person
I consider myself
a person with
environmental
concience
I am concern
with my personal
security and of
others
I am a person
that behaves by
the rule of law
Figure 2-
Participant attitudes
On Figure 4 participants shared their perception toward the appearance of the
location. It is important to clarify that participants would select more than one category
in this figure.
On Figure 5 we see the respondent’s interest in developing their own business.
Alexander Rosado-Serrano, Antonio Navarro-García, Carola M. Nárvaez-Rosario
71
19.5
20
20.5
21
21.5
22
22.5
23
23.5
24
24.5
I choose traditional physical
locations: Shopping
centers, etc
I choose thematic
restaurants
I choose small kiosks, food
trucks, shipping containers
stores
Figure 3-
Participant eating location selection
0
5
10
15
20
25
30
35
I am concern with location
cleaness and hygine
I am concern with food
quality
I am concern with value for
my money
Figure 4-
Participant eating location perception
On Figure 6 we found respondents entry mode decision if they decide to open
their own business. It is important to clarify that participants would select more than
one category in this figure.
On Figure 7 we found respondents answers regarding de decision to remodel
an existing physical location or a new buildup. It is important to clarify that participants
would select more than one category in this figure.
Entrepreneurial Bricolage Theory: the use of recycled steel containers as an alternative mode of entry
72
Figure 5-
Participant interest in business
development
I would like to open my own business
Not interested in opening a business
0
2
4
6
8
10
12
14
16
18
I would open a store
front in a traditional
town/small town
I would open a store
in a shopping center
I would open a food
truck store
I would open a store
in a shipping
container
Figure 6-
Entry mode decision
On
Figure
8
we
see
the
respondent’s
decision
toward
using
steel
shipping
containers. On this question, participants only could select one option.
On Figure 9 we see the respondents’ decision on why they selected a new or
used shipping container. On this question, participants only could select one option.
Alexander Rosado-Serrano, Antonio Navarro-García, Carola M. Nárvaez-Rosario
73
0
2
4
6
8
10
12
14
16
18
New construction location
Existing structure
Structure to be remodeled
Figure 7-
Remodel, new construction, exising
location
Figure 8-
Decision on using shipping containers
Select a used steel shipping container
Select a new steel shipping container
Either select a new or used steel shipping container
On Figure 10 we found the respondents decision to use other alternative modes
of entry. On his option, participants may have selected more than one option.
-
V.
FACTORES QUE INFLUYEN EN LOS SESGOS COGNITIVOS
Through this analysis we aimed to explore the decision to use recycled shipping
containers as a low
-
cost entry mode for business development, particularly in the food
service industry. For our underpin, we selected entrepreneurial bricolage theory that is
used to explain the behavior of entrepreneurs when they repurpose existing resources
toward a new use. We selected a group of undergraduate students from different fields,
Entrepreneurial Bricolage Theory: the use of recycled steel containers as an alternative mode of entry
74
Figure 9-
Decision on why a new or used shipping
container
Select a new steel shipping container because I am concerned with the risk of contamination
Select a used steel shipping container because its accesible and I am interested in recycling
Select a used steel shipping container for the low costs but I am concern with contamination
Figure 10-
Decision on the use of different types of
alternative entry modes
Food truck with engine
Tow Truck
Steel Shipping Container
not necessarily business students. We found that 67% of participants were interested
in developing their own business. From this group, 74% consider themselves to be
concerned with the environment, and 77% consider themselves to be an ethical person
and co
ncerned with the security of others and themselves. It was curious enough that
61% of participants consider themselves as law abiding citizens and 41% consider
themselves to be entrepreneurial people. These demographic findings are interesting
as not all y
oung people (83% of participants are aged less than 30 years old) find
themselves entrepreneurial, yet they are concerned with the environment. Participants
also shared their views as consumers regarding different types of food locations. The
decision to s
ponsor different types of locations was 77% toward traditional physical
locations and alternative modes such as kiosks, food trucks and shipping containers
while 61% would prefer thematic concepts. As consumers, participants shared that
94% were concerned
with the quality of food provided, 88% cared about the hygiene
of the location and 51% to receive value for the amount paid for the food. This indicated
that price is not the key decision when selecting a place to purchase their food, but all
were
concerne
d
with
the quality of the
product
received.
Curiously
enough, not
all
respondents related location hygiene with what they perceived as quality of food.
The next set of questions was regarding the decision to open their own business
and which entry mode they will choose. From the sample, only 67% indicated their
interest
in
opening
their
own
business,
and
73%
indicated
they
would
open
in
a
traditional stor
efront in a small town, 26% would open in a food truck or steel shipping
container,
and
1%
in
a
shopping
mall/center.
On
this
view,
73%
would
select
an
existing location and may be willing to remodel, only 36% would select a new location.
This indicates t
here is still interest in traditional mom and pop stores, and with less
interest in new alternative modes. On the selection of alternative entry modes such as
steel containers, 41% indicated they would select this mode, while 34% will select a
food truck a
nd 25% a tow truck. Regarding the selection of steel shipping containers,
9% indicated they will select a used steel container, yet they would be concerned with
contamination, 36% a new container because of the risk of contamination and 55%
would
select
a
used
steel
container
for
the
accessibility
and
their
interest
in
sustainability and recycling. It can be said that 64% would select either a new or used
Alexander Rosado-Serrano, Antonio Navarro-García, Carola M. Nárvaez-Rosario
75
steel container for developing their new business venture. This finding is aligned with
our
theoretical
underpin
of
entrepreneurial
bricolage
theory.
By
using
an
existing
resource in the location that had originally a different utility, entrepreneurs demon
strate
a capacity of creating something new of a nothing resource that may be discarded if
their initial purpose is not feasible.
These findings indicate although there is a clear interest in sustainability and for
alternative modes of entry
, there still is a more interest in developing traditional small
business in small towns. This finding coincides with examples seen in Puerto Rico as
new
small
businesses
that
include
coffee
shops,
bookstores,
among
others
are
opening in traditional towns
around the island by young couples and entrepreneurs.
An example is El Rincón del Lector in the town of Camuy, Puerto Rico that has an
online bookstore with a physical location (Rincondellector.com, 2022). Scholars must
explore how new entrepreneurs betwee
n the ages of 20 to 30 years old are interested
in opening traditional businesses in small towns instead of alternative modes of entry.
Although
these
entry
modes
provide
flexibility,
there
is
an
interest
in
the
physical
location instead of the mobile, sem
i
-
permanent locations such as steel containers, food
trucks and tow trucks.
From the lens of social good, we see the adoption of alternative modes of entry
and the reuse of existing resources as a path for a better society. Pope Francis shared
on the second global event of Economy of Francesco on October 2, 2021, the following
mes
sage:
“The quality of the development of peoples and of the Earth depends above all
on our common assets. Therefore, we must seek new ways to regenerate the economy
in the post
-
Covid
-
19 age, so that it may be more just, sustainable and solidarity
-
based,
that is,
more mutual. We need more circular processes, to produce and not squander
our
Earth’s
resources,
fairer
ways
of
selling
and
distributing
goods,
and
more
responsible
behavior
when
we
consume.
There
is
the
need
for
a
new,
integral
paradigm, capable of formi
ng the new generations of economists and businesspeople,
with
respect
for
our
interconnection
with
the
Earth.
You,
in
the
“Economy
of
Entrepreneurial Bricolage Theory: the use of recycled steel containers as an alternative mode of entry
76
Francesco”, as
in many
other groups of
young people, are
working
with the
same
intention. You can offer this new outlook to this example of a new economy”. Therefore,
the implementation of alternative modes of entry including the reuse of recycled Steel
co
ntainers and refurbishing of existing structures promotes a responsible behavior, a
fairer society and human fraternity.
Pope Francis (2020) in the Encyclical Letter Fratelli Tutti, on fraternity and social
friendship
shared
the
following:
“An
economy
that
is
an
integral
part
of
a
political,
social, cultural and popular program directed to the common good could pave the way
for “different possibilities which do not involve stifling human creativity and its ideals of
progress,
but
rather
directing
that
energy
along
new
channels”.
Entrepreneurs,
managers,
and
stakeholders
in
society
must
seek
to
integrate
in
their
economic
decisions the shared values that bring society toward an adoption of due care for our
common home.
For future lines of research, scholars must explore further how moral values,
and
spiritual
traditions
influence
the
decision
process
of
entrepreneurs
toward
the
decision on which type of entry mode they will select to open their business. On this
research
, we did not ask or established the demographical information regarding their
faith, set of values or spirituality.
-
VI.
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