How Actors Change Institutions: Institutional Entrepreneurship in Emerging Markets

Marcus Klasson, Lund University, Sweden
Consumers need inspirational liaisons that are co-creating the infrastructures of emerging markets. This ethnographic inquiry develop a better understanding of the process from by which individual consumers become institutional entrepreneurs, and secondly, puts forth the internal contradictions that these individuals have in relation to other stakeholders.
[ to cite ]:
Marcus Klasson (2015) ,"How Actors Change Institutions: Institutional Entrepreneurship in Emerging Markets", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 793-793.