Market Evolution Through Shifts in Institutional Logics

Adopting an institutional theoretic framework, this study examines dynamics of markets that are constituted by multiple logics. The authors examine the evolution of the U.S. yoga market between 1980-2012 to document the institutional work of actors (brands, government and professional associations) in augmenting and repressing prevailing logics in the market.


Burçak Ertimur and Gokcen Coskuner-Balli (2014) ,"Market Evolution Through Shifts in Institutional Logics", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 123-129.


Burçak Ertimur, Fairleigh Dickinson University, USA
Gokcen Coskuner-Balli, Chapman University, USA


NA - Advances in Consumer Research Volume 42 | 2014

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