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Moving from the analysis of the unconventional approach to entrepreneurship (accidental/end-user entrepreneur), the purpose of the paper is to verify whether the decision making phase of the entrepreneurial process actually has a collective nature, identifying a virtuous cycle that links individual innovation, knowledge, judgment, and decision-making to collective interactions. Based on the translation of food bloggers in terms of unconventional user entrepreneurs, data were collected by means of an ethnographic analysis and a supplementary online survey on a panel of food bloggers and on their followers. By analyzing the main results of the research, the authors distinguish ‘three generations’ of food bloggers that can be defined amused, functional, and fervent. Only the third group, the fervent food bloggers, thanks to this virtuous circle, seem to emerge as accidental/end-user entrepreneurs.

In the wake of the so-called reflexive turn in ethnographic research, researchers have increasingly reflected on their emotions, identity-work and roles during fieldwork, often through first-person accounts of their emo- tions, thoughts and behaviour (Coffey 1999; Lumsden 2009; Venkatesh 2013) or through the respondents’ constructions of the ethnographer (Venkatesh 2002). These developments can be traced to the 1970s and onwards when feminist scholars and critical theorists critiqued the posi- tivist notion of an impartial, objective view ‘from nowhere’, and instead argued that all research is made from certain standpoints, with certain pre- conceptions, values and interests, which fundamentally shape the process and product of research (Harding 1987; cf. Haraway 1988). In anthropology and the field of ethnographic research this led to a crisis of representation (Marcus and Fischer 1999 [1986]) as the capacity of the researcher to ‘objec- tively’ represent the culture of the researched was fundamentally questioned. This, in turn, led to a crisis of legitimation. The argument is that without any value-free standpoint from which to view the world and no way of gaining impartial knowledge about it, there is no way to legitimise the truth of one’s research findings (Denzin and Lincoln 1994).

Although the term complaining represents an ostensibly straightforward behaviour, it has come to obtain a range of meanings within academic and commercial works which have directed research toward understanding the behaviour and attempting to improve the way that it is undertaken, particularly in commercial environments where complaint handling constitutes an important field of commercial practice for many firms. It is proposed in this thesis that such variation in the way that complaining is approached is problematic, as it is treated ways that frequently underemphasise the fundamental point that it is overwhelmingly conducted in interpersonal interactions using language as its primary vehicle (Edwards, 2005). This thesis offers an approach to complaint handling and complaining that eschews such approaches in favour of an empirically grounded account based on the principles of ethnographic analysis, conversation analysis, and discursive psychology. Through investigating the complaint handling procedures as practiced by employees in an institution expressly dedicated to the receipt of complaints and enquiries from customers by employing participant observation and interviews, an account of complaint handling is developed that identifies how a range of forces works to impact on the way that it is performed in an institutional environment, furnishing complaint handling with a level of detail not currently offered in managerial literature dedicated to developing the practice. Next, two research chapters present the investigation of two different aspects of complaint interactions themselves. The first of these focuses on call openings as customers and institutional agents work to align themselves to the project of the call, demonstrating varying orientations to institutional complaining as callers demonstrate their own procedures for complaining (and enquiring) which may not match the institutional prerogatives and procedures of the agents receiving the calls. The final

Although the term complaining represents an ostensibly straightforward behaviour, it has come to obtain a range of meanings within academic and commercial works which have directed research toward understanding the behaviour and attempting to improve the way that it is undertaken, particularly in commercial environments where complaint handling constitutes an important field of commercial practice for many firms. It is proposed in this thesis that such variation in the way that complaining is approached is problematic, as it is treated ways that frequently underemphasise the fundamental point that it is overwhelmingly conducted in interpersonal interactions using language as its primary vehicle (Edwards, 2005). This thesis offers an approach to complaint handling and complaining that eschews such approaches in favour of an empirically grounded account based on the principles of ethnographic analysis, conversation analysis, and discursive psychology. Through investigating the complaint handling procedures as practiced by employees in an institution expressly dedicated to the receipt of complaints and enquiries from customers by employing participant observation and interviews, an account of complaint handling is developed that identifies how a range of forces works to impact on the way that it is performed in an institutional environment, furnishing complaint handling with a level of detail not currently offered in managerial literature dedicated to developing the practice. Next, two research chapters present the investigation of two different aspects of complaint interactions themselves. The first of these focuses on call openings as customers and institutional agents work to align themselves to the project of the call, demonstrating varying orientations to institutional complaining as callers demonstrate their own procedures for complaining (and enquiring) which may not match the institutional prerogatives and procedures of the agents receiving the calls. The final

Although the term complaining represents an ostensibly straightforward behaviour, it has come to obtain a range of meanings within academic and commercial works which have directed research toward understanding the behaviour and attempting to improve the way that it is undertaken, particularly in commercial environments where complaint handling constitutes an important field of commercial practice for many firms. It is proposed in this thesis that such variation in the way that complaining is approached is problematic, as it is treated ways that frequently underemphasise the fundamental point that it is overwhelmingly conducted in interpersonal interactions using language as its primary vehicle (Edwards, 2005). This thesis offers an approach to complaint handling and complaining that eschews such approaches in favour of an empirically grounded account based on the principles of ethnographic analysis, conversation analysis, and discursive psychology. Through investigating the complaint handling procedures as practiced by employees in an institution expressly dedicated to the receipt of complaints and enquiries from customers by employing participant observation and interviews, an account of complaint handling is developed that identifies how a range of forces works to impact on the way that it is performed in an institutional environment, furnishing complaint handling with a level of detail not currently offered in managerial literature dedicated to developing the practice. Next, two research chapters present the investigation of two different aspects of complaint interactions themselves. The first of these focuses on call openings as customers and institutional agents work to align themselves to the project of the call, demonstrating varying orientations to institutional complaining as callers demonstrate their own procedures for complaining (and enquiring) which may not match the institutional prerogatives and procedures of the agents receiving the calls. The final

Although the term complaining represents an ostensibly straightforward behaviour, it has come to obtain a range of meanings within academic and commercial works which have directed research toward understanding the behaviour and attempting to improve the way that it is undertaken, particularly in commercial environments where complaint handling constitutes an important field of commercial practice for many firms. It is proposed in this thesis that such variation in the way that complaining is approached is problematic, as it is treated ways that frequently underemphasise the fundamental point that it is overwhelmingly conducted in interpersonal interactions using language as its primary vehicle (Edwards, 2005). This thesis offers an approach to complaint handling and complaining that eschews such approaches in favour of an empirically grounded account based on the principles of ethnographic analysis, conversation analysis, and discursive psychology. Through investigating the complaint handling procedures as practiced by employees in an institution expressly dedicated to the receipt of complaints and enquiries from customers by employing participant observation and interviews, an account of complaint handling is developed that identifies how a range of forces works to impact on the way that it is performed in an institutional environment, furnishing complaint handling with a level of detail not currently offered in managerial literature dedicated to developing the practice. Next, two research chapters present the investigation of two different aspects of complaint interactions themselves. The first of these focuses on call openings as customers and institutional agents work to align themselves to the project of the call, demonstrating varying orientations to institutional complaining as callers demonstrate their own procedures for complaining (and enquiring) which may not match the institutional prerogatives and procedures of the agents receiving the calls. The final

Although the term complaining represents an ostensibly straightforward behaviour, it has come to obtain a range of meanings within academic and commercial works which have directed research toward understanding the behaviour and attempting to improve the way that it is undertaken, particularly in commercial environments where complaint handling constitutes an important field of commercial practice for many firms. It is proposed in this thesis that such variation in the way that complaining is approached is problematic, as it is treated ways that frequently underemphasise the fundamental point that it is overwhelmingly conducted in interpersonal interactions using language as its primary vehicle (Edwards, 2005). This thesis offers an approach to complaint handling and complaining that eschews such approaches in favour of an empirically grounded account based on the principles of ethnographic analysis, conversation analysis, and discursive psychology. Through investigating the complaint handling procedures as practiced by employees in an institution expressly dedicated to the receipt of complaints and enquiries from customers by employing participant observation and interviews, an account of complaint handling is developed that identifies how a range of forces works to impact on the way that it is performed in an institutional environment, furnishing complaint handling with a level of detail not currently offered in managerial literature dedicated to developing the practice. Next, two research chapters present the investigation of two different aspects of complaint interactions themselves. The first of these focuses on call openings as customers and institutional agents work to align themselves to the project of the call, demonstrating varying orientations to institutional complaining as callers demonstrate their own procedures for complaining (and enquiring) which may not match the institutional prerogatives and procedures of the agents receiving the calls. The final