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From Social Movement to Moral MarketHow the Circuit Riders Sparked an IT Revolution and Created a Technology Market$
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Paul-Brian McInerney

Print publication date: 2014

Print ISBN-13: 9780804785129

Published to Stanford Scholarship Online: May 2014

DOI: 10.11126/stanford/9780804785129.001.0001

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Institutional Entrepreneurs Build a Bridge

Institutional Entrepreneurs Build a Bridge

Connecting Movements and Markets Through Social Enterprise

(p.77) 3 Institutional Entrepreneurs Build a Bridge
From Social Movement to Moral Market

Paul-Brian McInerney

Stanford University Press

This chapter describes the rise of a challenger organization, called NPower, that took advantage of transformations in the Circuit Rider social movement to rise in prominence. NPower combined some of the Circuit Riders’ social values with market values of technology entrepreneurs into a hybrid organizational form: the social enterprise. The result attracted funding from for-profit companies such as Microsoft as well as other large for-profit technology firms. Materially, these resources allowed NPower to grow rapidly and eventually gain national prominence. Symbolically, the support of for-profit firms provided a different basis for moral legitimacy in the nonprofit technology assistance field, moving the account of worth away from the larger social good and into more narrowly defined economic goods, such as efficiency gains.

Keywords:   Social Enterprise, Institutional Entrepreneurship, Hybrid Organizations, Markets, Social Skill, Organizational Field, Institutions, Bricolage, Performance Metrics

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