“…In Spain, like in many other places, these new forms of companies pursuing both market and social objectives were relabeled under the general umbrella of SE. Those that presented a greater economic potential were nevertheless presented as an example of the vitality and potential of the sector; the sector became a Strategic Action Field (SAF) [14], disputed by different stakeholders: banks, financial actors, public companies, consultants, etc. Suddenly, social entrepreneurship became an immense and prosperous industry that represented an opportunity to relaunch, with a top-down strategy, a selection of initiatives-possibly the most profitable-under a new brand: SE, a friendlier alternative to the classic commercial company, with seductive added value (social, ecological, or solidarity) and a great potential to both make the commons profitable and compensate for the deficiencies of a welfare state in retirement.…”