Aurini, Janice. (2004). Educational entrepreneurialism in the private tutoring industry: Balancing profitability with the humanistic face of schooling. Canadian Review of Sociology/Revue canadienne de sociologie, 41(4), 475–491. (Appears homeschooling receives minor attention in this paper. “Abstract: Based on a two-year study of private tutoring entrepreneurs in Ontario, Canada, this paper examines the increased legitimacy of educational entrepreneurialism. This legitimacy is changing the nature of schooling by supporting market solutions to education “problems” and the belief that competition and de-bureaucratization encourages accountability, efficiency and consumer responsiveness. The private tutoring industry provides an exemplary case study. No longer simply a means to generate additional income, the private tutoring industry now promises full-time business opportunities for well-educated investors from a variety of educational and occupational backgrounds. Lacking teachers’ claims to professional authority, educational entrepreneurialism is further bolstered by the emerging culture of intensive parenting and educational customization. Surprisingly, the tutoring franchise proves to be a particularly effective vehicle for balancing profit goals with the more humanistic face of schooling.”) (Keywords: tutoring, entrepreneurialism, competition, homeschooling parenting)