Purpose – Although the concept of institutional entrepreneurship has been developed in the institutional theory literature to explain change in the normative context of organizations, little attention has been given to understanding what institutional entrepreneurs actually do to create...

Purpose – The purpose of this paper is to explore the challenges and implications related to the integration of low‐income customers into the strategy of CEMEX, one of the world's largest building materials companies. Design/methodology/approach – A case study with data from interviews of...