1. Legitimizing Illegitimacy: Creating Markets for Socially Illegitimate Products.
- Author
-
Jensen, Michael
- Subjects
MANUFACTURED products ,BUSINESSPEOPLE ,ENTREPRENEURSHIP ,EMERGING markets ,MANUFACTURING resource planning - Abstract
This study focuses on the creation of markets for legal but normatively illegitimate products. Defining markets as simultaneously cultural schemas and resource distributions, I examine how the strategic use of schemas and resources makes it possible for institutional entrepreneurs to create a legitimate identity for illegitimate products. The main argument is that products are assigned legitimate or illegitimate niches within emerging markets based on the cultural schemas provided by producers to classify the product. I use network analyses of the cultural content of film posters to analyze the process by which films combining comedy and pornography produced after the legalization of pornography in Denmark in 1969 were given a unique legitimate identity. ..PAT.-Unpublished Manuscript [ABSTRACT FROM AUTHOR]
- Published
- 2006