... To identify the institutional infrastructure elements of charity markets, we considered all the dynamics of interstitial issue fields, and institutional pressures prevailing within the nonprofit sector and influencing the conditions and dynamics of the markets. Then, based on the codification from the prior research findings and suggestive theorizing by Hinings et al. (2017) and Zietsma et al. (2017), we determined the main institutional infrastructure elements of charity markets as the provision of social service (Prochaska, 1977;Thorne-Murphy, 2007;Shiell, 2014), innovativeness (Jaskyte, 2004;Webber, 2004), technology use (Qureshi & Siegel, 1998;Nah & Saxton, 2013;McNutt et al., 2018), cooperativeness (Guo & Acar, 2005;Galaskiewicz & Colman, 2006;Collins & Gerlach, 2019), marketing actions (Marchand and Lavoie, 1998;Andreasen & Kotler, 2003;Knox & Gruar, 2007;Krueger & Haytko, 2015;Liu et al., 2015), relational channels (Sorenson & Stuart, 2008;Furnari, 2014;Villani & Philips, 2020;Oliveira et al., 2021), human resources (Payton, 1988;Guo et al., 2011), status differentiators (Stafford et al., 2004;Coule & Patmore, 2013); governmental regulations (Bottiglieri et al., 2011); performance of legal responsibilities (Hopkins, 2017), environmental concerns (Lounsbury, 2001;Schlesinger et al., 2004;Lombardi & Costantino, 2020); ethical concerns (Agarwal & Malloy, 1999;Svara, 2007); and norms (Doherty et al., 2004;Powell & Bromley, 2020). ...