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Modifying markets: Consumerism and institutional work in nonprofit marketing
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013).ORCID iD: 0000-0001-8057-9865
Stockholm University, SCORE.ORCID iD: 0000-0002-2936-4102
2019 (English)In: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, p. 1-20Article in journal (Refereed) Epub ahead of print
Abstract [en]

The rise and development of markets under neoliberal consumerism represents a topical theme in marketing theory and is at the heart of emergent discussions on market system dynamics. While the nonprofit market sector represents a major part of the economy and is an important locus for alternative market discourses, prior studies tend to focus on well-represented groups of actors, such as corporations or consumers. Moving beyond the dyad of producers and consumers, the present study contributes to recent discussions on institutional work by examining and pro- blematizing the role of nonprofit organizations (NPOs) as agents of market system dynamics. A qualitative discourse analysis of nonprofit marketing, conducted at one of Sweden’s largest NPOs, reveals the institutional work aimed at modifying the market for health and fitness according to alternative cultural values of, for instance, inclusiveness, democracy, and collectiveness. In par- ticular, the article draws attention to ethical institutional work in markets, which enables orga- nizations to strategically switch managerial focus between disparate institutional demands for purposes of creating and maintaining hybrid forms of legitimacy. However, ethical work also problematically entwines nonprofit with commercial values of profit maximization. The study thus contends that nonprofit consumerism may paradoxically work as a force of commercialization and market diffusion in society at large.

Place, publisher, year, edition, pages
Sage Publications, 2019. p. 1-20
Keywords [en]
Consumerism, institutional work, market dynamics, market modification, nonprofit
National Category
Economics and Business
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-75816DOI: 10.1177/1470593119885169ISI: 000496681700001Scopus ID: 2-s2.0-85075180868OAI: oai:DiVA.org:kau-75816DiVA, id: diva2:1372227
Available from: 2019-11-22 Created: 2019-11-22 Last updated: 2019-12-13Bibliographically approved

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Fyrberg Yngfalk, Anna

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