Traditional Foundations of Novel Opportunities: Marketization in Finland’s Care Sector

This chapter explores societal understandings framing the marketization methods of outsourcing, public investment funding and customer choice. Drawing on Pierre Bourdieu’s concepts of capital, it demonstrates acknowledged capital forms and the relationships among them, particularly those related to technology and care. The chapter shows how innovations and related business opportunities are legitimized through their contribution to improved productivity and that care innovation can be conceptualized as a technological advancement. The study argues that such a conceptualization is rooted in the one-sided economic approach toward the female dominated care work, and elder care in particular, as a societal cost.