The paper aims to answer how important institutional actors, such as academic researchers, consulting firms, and foundations, are tracing the boundaries of social entrepreneurship (SE) and how they justify SE as a legitimate form of social purpose organization.
The paper employs a discourse analysis methodology.
The paper finds traces of the legitimacy issues in the literature on non‐profits and, based on this, argue that a new institutional domain is being constructed. The paper concludes that in this new domain not only is the use of market‐based initiatives seen as a legitimate means of funding a social mission, but also it has now become the normative way and one that is promoted by consultants and foundations concerned with social entrepreneurs and their initiatives.
This paper highlights the developing norms of SE.
