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In "From Social Movement to Moral Market," Paul-Brian McInerney
explores what happens when a movement of activists gives way to a
market for entrepreneurs. This book explains the transition by
tracing the brief and colorful history of the Circuit Riders, a
group of activists who sought to lead nonprofits across the digital
divide. In a single decade, this movement spawned a market for
technology assistance providers, dedicated to serving nonprofit
organizations. In contrast to the Circuit Riders' grassroots
approach, which was rooted in their commitment to a cause, these
consultancies sprung up as social enterprises, blending the values
of the nonprofit sector with the economic principles of for-profit
businesses. Through a historical-institutional analysis, this
narrative shows how the values of a movement remain intact even as
entrepreneurs displace activists. While the Circuit Riders serve as
a rich core example in the book, McInerney's findings speak to
similar processes in other "moral markets," such as organic food,
exploring how the evolution from movement to market impacts
activists and enterprises alike.
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