Two Nagatives Makes a Positive: How Interdependency Enables Conversion of Negative Resources within Entrepreneurial Bricolage
When facing constraints, firms need to become entrepreneurial and employ methods of bricolage in order to making-do with limited resources, creating something from nothing. Although the bricolage literature describes various ways to recombine, activate or reconstruct resources sporadically, we have not yet explored the conversion of negative resources, which is considered as liabilities to firms. This article examines how a small-sized technology firm develop marketing channels in adversary situations, while evolving its operational model. The case study analyzes the conversion of negative resources within constrained context, and highlights that, when firms inevitably behold negative resources, they could attempt to alter the value of resources by means of creative conversion and recombination. Theoretically, this article explains how the change of resources’ quality could influence the conversion of resources’ value. In contrast to the main stream argument of bricolage, which is based on resource making-do and reconstruction, our study illustrates how entrepreneurs could work with low-power partners and engage in collaborative bricolage so as to enable resource flow and convert resource patterns. When firms could recognize the mutual dependency between two parties, it is possible to interpret the potential of negative resources, while identifying various opportutnities in converting the value of such resources. Practically, this article suggests methods of integrating seemingly inferior resources under constraints. When firms have merely negative resources at hand, they could still exercise bricolage if they could reinterpret constraints so as to spot opportunities from crises while flipping the value of resources. Understanding interdependency among resources not only could enrich the intellectual diversity of bricolage but also would help firms develop innovative solution during disadvantage, turning liabilities into assets.