Small is good. Business and morality among Danish shopkeepers

Author
Anne-Erita Berta

Publisher
Berlin: LIT Verlag

Year of publication
2021

ISBN
978-3-643-91409-5

OPAC

Abstract
In a neoliberal market economy, small, independent businesses represent an alternative to large corporate enterprises. Based on 12 months of fieldwork in Aarhus, Denmark´s 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.