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Tripathi, Vandana M.
(2013).
DOI: https://doi.org/10.21954/ou.ro.0000f01b
Abstract
The current business practice with its emphasis on short-term profit detached from wider values has lost legitimacy. The aim of this research was to determine whether the behaviour of alternative business enterprises with social primary objectives could be explained in terms of neoclassical economic theory or if they could provide different models which could help to change business culture. In the supporting literature there is a lack of empirical evidence detailing practical examples of approaches taken by alternative enterprises which could be applied to mainstream business practice. To begin to fill that gap the current research used a qualitative case study approach within a critical realist framework to carry out an in-depth study of the operations strategies of five alternative enterprises to examine how they balance social objectives with sustainability; and to determine the degree to which the enterprises remain embedded within wider social values. The findings of the research were based within detailed, context-sensitive analysis of the challenges met by the alternative enterprises, the approaches they used to surmount them and the degree to which market pressures forced compromise in the social objectives. The findings provide insights not just to academic commentators but also to social entrepreneurs so they can help build a vision of what is legitimate and possible.