Market Meets Community: Institutional Logics as Strategic Resources for Development Work

  • We investigate how an intermediary organization, PRADAN, introduces and promotes market-based activities in tribal villages as a means to improve the social and economic conditions of rural women and their families in two districts in India. We draw from the literature on institutional logics and focus on the strategies and activities of PRADAN – an NGO working in poor rural areas in Northern India – to show how PRADAN instrumentally used a market logic and a community logic to develop new social structures in these rural communities. Moreover, we show what effect this had on beneficiaries and their families and how difficult it has been to convince rural communities and gain their trust. On the basis of these findings we show how logics can be deployed as a means to alter institutional arrangements. We find that the simultaneous enactment of both community and market logics was critical in the development of new social structures (Self-Help Groups). Finally, we show how the introduction of market-based activities by PRADAN is best understood as an ongoing and staged process that strongly builds on a continuous interplay of multiple logics.

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Metadaten
Document Type:Article
Language:English
Author(s):Johanna MairORCiD, Hemalatha Venkataraman, Patrick Vermeulen, Aafke Raaijmakers
Parent Title (English):Organization Studies
ISSN:0170-8406
Publication year:2016
First Page:709
Last Page:733
DOI:https://doi.org/10.1177/0170840615613370
Release Date:2017/08/02
Tag:case study; institutional theory; qualitative research design
Volume:37
Issue:5
Licence of document (German):Metadaten / metadata
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