Market Rebels

Market Rebels by Hayagreeva Rao challenges traditional economic analyses by highlighting the role of activists in shaping markets.

The book demonstrates how activists, or 'market rebels,' can both promote and impede radical innovations through social movements.

Examples include the automobile industry, craft brewing, and nouvelle cuisine, showing how these movements create new markets or block existing ones.

Rao emphasizes the importance of 'hot causes' and 'cool mobilization' in driving collective action.