The paper conceptualizes the role of entrepreneurs in sustainable transitions by analyzing how a Moroccan entrepreneur exploits the sociocultural- and economic realities of place to re-valorize argan mainly in the global consumption market and secondly in the domestic Moroccan market. Argan is turned into a beauty quality product with high consumption value as well as framed as of unique conservation value due to hindering the expansion of the Saharan desert. The multi-stakeholder partnerships between the entrepreneur, the marginalized Berbers, and non-state actors play a pivotal role in reframing the sociocultural representations of the local Berber communities. To meet the expectations of the global consumption market’s imaginations of this specific place the entrepreneur exploits these complexities which shape and are shaped by place. Unlike earlier articulations of place as a geographically or socially bounded category of belonging and analyzing what place is, this paper explores how place works. By emphasizing relationality, place becomes process and practice that are defined by transformations. The paper is based on ethnographic fieldwork in Berber villages in Morocco, and falls under a research agenda which seeks to give voice to diverse realities. Moreover, the case study opens for further research into how female entrepreneurship can be challenging when it takes place in a paternalistic society as Morocco.
|Publication status||Accepted/In press - 1 Sep 2022|
- sustainable transitions, entrepreneurship, place, Morocco, argan, relationally