Skin lightening: The process of exploiting colorism-based opportunities
Ladataan...
Hyväksytty kirjoittajan käsikirjoitus - 590.34 KB
Huom! Tiedosto avautuu julkiseksi: 04.06.2029
Shepherd, D. A., Parida, V., Sarjoo, S., & Wincent, J. (2026). Skin lightening: The process of exploiting colorism-based opportunities. Journal of Business Venturing, 41(5), 106618. https://doi.org/10.1016/j.jbusvent.2026.106618
© 2026. This manuscript version is made available under the CC-BY-NC-ND 4.0 license https://creativecommons.org/licenses/by-nc-nd/4.0/
Pysyvä osoite
Kuvaus
People with dark skin can be discriminated against, generating various adverse outcomes for them. Due to this colorism, entrepreneurs have exploited colorism-based opportunities—products and services that lighten skin color. Through an inductive qualitative study of skin-lightening businesses and their customers in cities across India, we move beyond supply and demand economics to theorize the psychological and social drivers that motivate people to treat the symptoms of this discrimination (yet, in doing so, reinforce this discrimination and exacerbate income inequality). Therefore, the study contributes to the entrepreneurship literature with new research on the process of exploiting colorism-based opportunities and their positive and (unintended) negative consequences.
Emojulkaisu
ISBN
ISSN
1873-2003
0883-9026
0883-9026
Aihealue
Kausijulkaisu
Journal of business venturing|41
OKM-julkaisutyyppi
A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä (vertaisarvioitu)