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This study puts hope at the center of theorizing around the activities of entrepreneurs who leverage it both as a way to sketch a new life for themselves and to sell it to others. Through the case of illness entrepreneurs\u2014recovery coaches for those suffering from chronic illnesses\u2014we observe the moral struggles involved when hope becomes framed within the logic of the market. Recovery coaches at once embody hope (as formerly sick people who have recovered), neatly package and sell it (as entrepreneurs), and manifest it (opening up new spaces of possibility for themselves). The work involved in balancing these threads requires constant realignment of the entrepreneurs\u2019 own hopes for a new life and their care for others. We show how, through these moral struggles, hope opens up new spaces of possibility and imbues people\u2014both entrepreneurs and their clients\u2014with the agency to move toward those new horizons. Conceptualizing the complex entanglements of hope, care, and ethical agency, our study represents a foray into recent calls for assembling and theorizing the \u2018architecture of hope\u2019 in organization and entrepreneurship studies. We also discuss whether this entrepreneurship, balancing hope and care to enable ethical agency, opens up new ways of understanding morality and agency in market contexts.<\/jats:p>","DOI":"10.1007\/s10551-025-06230-3","type":"journal-article","created":{"date-parts":[[2026,1,6]],"date-time":"2026-01-06T18:44:25Z","timestamp":1767725065000},"page":"1-17","update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":3,"title":["\u201cIf I Accomplish Nothing Else but Hope, That Will be Enough\u201d: The Ethics and Morality of Market-Based Hope in Illness Entrepreneurship"],"prefix":"10.1007","volume":"208","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-2400-7333","authenticated-orcid":false,"given":"Susi","family":"Geiger","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Olya","family":"Loza","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"297","published-online":{"date-parts":[[2026,1,6]]},"reference":[{"issue":"2","key":"6230_CR1","doi-asserted-by":"publisher","first-page":"117","DOI":"10.1215\/01642472-22-2_79-117","volume":"22","author":"S Ahmed","year":"2004","unstructured":"Ahmed, S. 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