Mermaids as market creators: Cultural entrepreneurship in an emerging practice

With the example of emergence professional mermaids, this article shows how primarily young, female enterprising performers developed a new aesthetic category, generated employment from it, and in that way created market for their services products. To conceptualize development, employs Callonian program studies into research on cultural entrepreneurship, highlighting markets are constantly in-the-making innovation processes cannot be ascribed to activities singular “hero figures.” This adds existing literature entrepreneurship by calling attention collective entrepreneurial practices taking place fringes sector.