Fostering virtue among autorickshaw drivers in Sri Lanka: a case study of an urban sharing institution

This study, using the theories of MacIntyrean Virtue Ethics, Institutional Theory and Algorithmic Management, explores the MacIntyrean Virtues-Goods-Practice-Institution Framework and Institutional Work strategies in a non-western context among autorickshaw drivers transiting to roles in a prominent ride-sharing app company in Colombo, Sri Lanka. This research builds on the empirical studies conducted by Moore (2012), Fernando and Moore (2015), and Chu and Moore (2020) with the application of Virtue Ethics based on a conceptual framework drawn from MacIntyre’s work. Hitherto, no serious research project has engaged autorickshaw drivers regarding professional conduct and ethical practices to learn how institutions can effectively and meaningfully foster ethical practice. The aim of this research was to discover how institutions can effectively encourage and sustain virtuous conduct using Virtue Ethics and Institutional Theory. Based on case study research conducted in Colombo, Sri Lanka, the findings support the use of the MacIntyrean Framework not only in non-western contexts, but among loosely organized network institutions. This research also uncovered novel Institutional Work strategies (notably, frequent performance reflection and ethics training being the most effective) and virtues (acquiescence, moderation and self-care being discovered) as well as confirming the ethical dilemmas inherent in subordinating managerial functions to the application’s algorithm. This case analysis builds on empirical data from previous case studies, field observations and 25 interviews with management, founders, and rank-and-file autorickshaw drivers who are a part of the ride-sharing institution PickMe.