When a Change in Institutional Logics Does Not Lead to Market Evolution: the Case of Fertility Services Market

Laetitia Mimoun, HEC Paris, France
Francesca Sobande, University of Dundee
Lez E. Trujillo Torres, The University of Illinois at Chicago
Using institutional theory, we investigate the lack of market evolution despite change in guiding institutional logics. The 15-year historical analysis of the fertility services market reveals how marketers use various strategies to maintain market and logics legitimacy, despite conflicting scientific, moral, commercial and gendered logics surrounding the quest for parenthood.
[ to cite ]:
Laetitia Mimoun, Francesca Sobande, and Lez E. Trujillo Torres (2016) ,"When a Change in Institutional Logics Does Not Lead to Market Evolution: the Case of Fertility Services Market", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 750-750.