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    Rights statement: This is the peer reviewed version of the following article: Faruque Aly, H, Mason, K, Onyas, W. The institutional work of a social enterprise operating in a subsistence marketplace: Using the business model as a market‐shaping tool. J Consum Aff. 2020; 1– 28. https://doi.org/10.1111/joca.12335 which has been published in final form at https://onlinelibrary.wiley.com/doi/10.1111/joca.12335 This article may be used for non-commercial purposes in accordance With Wiley Terms and Conditions for self-archiving.

    Accepted author manuscript, 3.36 MB, PDF document

    Embargo ends: 12/10/22

    Available under license: CC BY-NC: Creative Commons Attribution-NonCommercial 4.0 International License

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The Institutional Work of a Social Enterprise Operating in a Subsistence Marketplace: Using the Business Model as a Market-Shaping Tool

Research output: Contribution to journalJournal articlepeer-review

E-pub ahead of print
<mark>Journal publication date</mark>31/10/2020
<mark>Journal</mark>Journal of Consumer Affairs
Publication StatusE-pub ahead of print
Early online date31/10/20
<mark>Original language</mark>English

Abstract

The void between formal and informal institutionalized practices that coexist in subsistence marketplaces can render them inaccessible to subsistence consumer-merchants. We conducted an in-depth auto-ethnographic study of Novo Dia Developments, a social enterprise in Maputo, Mozambique, seeking to make the housing market accessible. Our study extends the extant understanding of the transformation of subsistence marketplaces in two ways. First, our study characterizes the institutional work done by a social enterprise to open up a subsistence marketplace. Second, our study theorizes the business models in use as a mechanism through which institutional work can be organized and performed, by 1) transforming an idea for market change into new market offerings and practices that begin to fill the void, 2) materializing and making visible other institutional voids that need to be filled, and 3) serving as a juncture at which formal and informal institutionalized practices can connect.

Bibliographic note

This is the peer reviewed version of the following article: Faruque Aly, H, Mason, K, Onyas, W. The institutional work of a social enterprise operating in a subsistence marketplace: Using the business model as a market‐shaping tool. J Consum Aff. 2020; 1– 28. https://doi.org/10.1111/joca.12335 which has been published in final form at https://onlinelibrary.wiley.com/doi/10.1111/joca.12335 This article may be used for non-commercial purposes in accordance With Wiley Terms and Conditions for self-archiving.