The rise of market logics and the spread of neoliberal policies over the past couple of decades have led to resistance and countermobilization efforts by a variety of activists and concerned citizens—recall the vivid 1999 World Trade Organization (WTO) protests in Seattle. However, contemporary modernity is more complicated than such simple movement—countermovement imageries, and instead of witnessing a leveling of previous institutional configurations with new market-oriented ones, the blending or coexistence of multiple competing and/or complementary logics has become de rigeuer. Hence, in some cases, market logics can provide a foundation for action that supports the arguments and interests of those who stand opposed on principle to market creep. Highlighting how the environmental movement has come to embrace the market as well as activism via an exploration of student eco-entrepreneurship in university settings, we argue that both researchers and skeptics need to go beyond ideological commitments to appreciate the complicated diversity of action and empirical reality that exists at the interface of business and society.
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