Skin lightening: The process of exploiting colorism-based opportunities

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dc.contributor.authorShepherd, Dean A.
dc.contributor.authorParida, Vinit
dc.contributor.authorSarjoo, Sarah
dc.contributor.authorWincent, Joakim
dc.contributor.departmentfi=Ei alustaa|en=No platform|
dc.date.accessioned2026-06-16T06:37:00Z
dc.date.issued2026
dc.description.abstractPeople 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.en
dc.description.reviewstatusfi=vertaisarvioitu|en=peerReviewed|
dc.embargo.lift2029-06-04
dc.embargo.terms2029-06-04
dc.identifier.citationShepherd, 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
dc.identifier.urihttps://osuva.uwasa.fi/handle/11111/20817
dc.identifier.urnURN:NBN:fi-fe2026061671390
dc.language.isoen
dc.publisherElsevier
dc.relation.doihttps://doi.org/10.1016/j.jbusvent.2026.106618
dc.relation.ispartofjournalJournal of business venturing
dc.relation.issn1873-2003
dc.relation.issn0883-9026
dc.relation.issue5
dc.relation.urlhttps://doi.org/10.1016/j.jbusvent.2026.106618
dc.relation.urlhttps://urn.fi/URN:NBN:fi-fe2026061671390
dc.relation.volume41
dc.rightshttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.rights.copyright© 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/
dc.source.identifier2-s2.0-105041146443
dc.source.identifiercc204fa2-ccab-4367-a395-798f2307e5f7
dc.source.metadataSoleCRIS
dc.subjectColorism
dc.subjectDiscrimination
dc.subjectOpportunity exploitation
dc.subjectInductive study
dc.subjectIndia
dc.subjectDestructive entrepreneurship
dc.subject.disciplinefi=Strateginen johtaminen|en=Strategic Management|
dc.titleSkin lightening: The process of exploiting colorism-based opportunities
dc.type.okmfi=A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä (vertaisarvioitu)|en=A1 Journal article (peer-reviewed)|
dc.type.publicationarticle
dc.type.versionacceptedVersion

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