Article2015

Navigating the Institutional Logics of Markets: Implications for Strategic Brand Management

235 citations0/0 files storedJournal of Marketing

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Management and Organizational Studies Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Adopting an institutional theoretic framework, this article examines the evolution and competitive dynamics of markets composed of multiple practices, beliefs, and rule systems. The 30-year historical analysis of the U.S. yoga market illustrates the coexistence of spirituality, medical, fitness, and commercial logics. Using data gathered through archival sources, netnography, in-depth interviews, and participant observations, the authors link shifting emphases on institutional logics and their sustenance to institutional entrepreneurs’ accumulation and transmission of cultural capital, strategies to legitimize plural logics, distinct branding practices, and contestations among the pervading logics. The study offers a managerial framework for managing conflicting demands of logics, conveying brand legitimacy, and creating a coherent brand identity in plural logic markets; in addition, it develops a theoretical account of links between institutional logics, competitive dynamics, and market evolution.

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References

1991Firm Resources and Sustained Competitive Advantage 1998Basics of qualitative research : techniques and procedures for developing grounded theory 1983The Iron Cage Revisited: Institutional Isomorphism and Collective Rationality in Organizational Fields 2004Firm resources and sustained competitive advantage 1992Basics of Qualitative Research: Grounded Theory Procedures and Techniques.1977Institutionalized Organizations: Formal Structure as Myth and Ceremony 2004The iron cage revisited institutional isomorphism and collective rationality in organizational fields 2018Distinction: A Social Critique of the Judgement of Taste*

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