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Conflicting coexistence of legitimation and delegitimation logics in a revived market: The case of a traditional clothing market

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  • Regany, Fatima
  • Benmecheddal, Ahmed
  • Belkhir, Meriam
  • Djelassi, Souad

Abstract

Research on market shaping highlights the capacity of actors to influence a market by legitimating/delegitimating a consumption practice. This literature emphasizes the institutional work of actors in creating or transforming a market. However, little attention has been paid to the consequences for market shaping when some institutional actors endeavor to disrupt a market while others seek to maintain it. Drawing on a qualitative study of the Tunisian Sefsari clothing market, we show that actors in the dominated market logic can revive the market by working institutionally in response to institutional forces disrupting the Sefsari market. The market studied is shaped by a relationship between two opposing institutional logics that translates into an institutional complexity conveying identity tensions. By exploring market shaping as an outcome of dialogical legitimation/delegitimation work by institutional actors, our findings contribute to existing theorizations of market shaping and have a number of managerial implications.

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  • Regany, Fatima & Benmecheddal, Ahmed & Belkhir, Meriam & Djelassi, Souad, 2021. "Conflicting coexistence of legitimation and delegitimation logics in a revived market: The case of a traditional clothing market," Journal of Business Research, Elsevier, vol. 123(C), pages 438-449.
    • Handle: RePEc:eee:jbrese:v:123:y:2021:i:c:p:438-449
    DOI: 10.1016/j.jbusres.2020.09.037
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    2. Aya Aboelenien & Chau Minh Nguyen, 2024. "From Dr. Seuss to Barbie’s cancellation: brand’s institutional work in response to changed market logics," Journal of Brand Management, Palgrave Macmillan, vol. 31(2), pages 108-125, March.
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    4. Stathakopoulos, Vlasis & Kottikas, Konstantinos G. & Painesis, Grigorios & Theodorakis, Ioannis G. & Kottika, Efthymia, 2022. "Why shape a market? Empirical evidence on the prominent firm-level and market-level outcomes of market-driving strategy," Journal of Business Research, Elsevier, vol. 139(C), pages 1240-1254.

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