Small Is Good: Business and Morality Among Danish Shopkeepers
Anne-Erita Berta
Apr 2023 · Halle studies in the anthropology of Eurasia Book 44 · LIT Verlag Münster
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About this ebook
In a neoliberal market economy, small, independent businesses represent an alternative to large corporate enterprises. Based on 12 months of fieldwork in Aarhus, DenmarkÆs second largest city, this book explores the lives and social values of small, independent business owners, most of them shopkeepers. Owners organize their firms according to a morality that deviates from capitalist norms by aspiring to create inalienable commodities within networks of meaningful economic exchange. Their success in doing so is explained through in-depth analysis of contemporary household organization.
About the author
Anne-Erita Berta is a social anthropologist with a regional focus on Scandinavia and Indonesia, South-East Asia. She is now associate professor at the University of Southeast Norway.
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