A01=Sofie Tornhill
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Author_Sofie Tornhill
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Business Practices
Capitalism
Category1=Non-Fiction
Category=JBSF
Category=JFSJ
Category=KCP
COP=United Kingdom
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Entrepreneurship
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eq_business-finance-law
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eq_society-politics
Ethnography
Feminist Politics
Gender Studies
Global South
International Political Economy
Labour
Language_English
PA=Available
Price_€100 and above
PS=Active
softlaunch
Product details
- ISBN 9781786601582
- Weight: 445g
- Dimensions: 160 x 229mm
- Publication Date: 05 Sep 2019
- Publisher: Bloomsbury Publishing PLC
- Publication City/Country: GB
- Product Form: Hardback
- Language: English
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With catchphrases like “smart economics” and “the business case for gender equality,” global corporations are increasingly involved in gender and development politics in the Global South. This book focuses on an emblematic example of this tendency to interrogate the proposed win-win relationship between corporate profit opportunities and the economic advancement of women in marginalized economic positions. The Coca-Cola Company’s 5by20 program has won broad recognition for its global reach and ambitious goal: to economically empower five million female micro-entrepreneurs across its supply chain before the end of 2020. Based on situated engagements with program implementers and participants in Mexico and South Africa, the study moves beyond the unequivocally positive effects conveyed by the program’s rhetoric. It examines the appropriation of social values to strengthen the brand; the use of self-help psychology to enhance entrepreneurial conduct and exempt weak economic results; and the recasting of women’s precarious labor in terms of entrepreneurship – which conceals structural causes of poverty and impediments of sustainable business development. Providing unique insights into the premises and effects of corporate solutions to gender inequality in the Global South, the book contributes to debates on the relations between neoliberal capitalist expansion and feminist emancipatory endeavors.
Sofie Tornhill is a Senior Lecturer in the Department of Social Studies at Linnaeus University, Sweden.
