How Actors Change Institutions: Institutional Entrepreneurship in Emerging Markets
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.
Marcus Klasson (2015) ,"How Actors Change Institutions: Institutional Entrepreneurship in Emerging Markets", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 793-793.
Marcus Klasson, Lund University, Sweden
NA - Advances in Consumer Research Volume 43 | 2015
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