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

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.



Citation:

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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 750-750.

Authors

Laetitia Mimoun, HEC Paris, France
Francesca Sobande, University of Dundee
Lez E. Trujillo Torres, The University of Illinois at Chicago



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

The Neutral Face of Blue: How Color Can Make Consumers Stay Sensitive

Sung Hee Wendy Paik, University of Oregon, USA
Jiao Zhang, University of Oregon, USA
Aparna Sundar, University of Oregon, USA

Read More

Featured

The Messy Satiation Effect: The Benefits of Eating Like a Pig

Kevin L. Sample, University of Georgia, USA
Kelly Haws, Vanderbilt University, USA

Read More

Featured

R7. How and Why Life Transition Influences Brand Extension Evaluation

lei su, Hong Kong Baptist University
Alokparna (Sonia) Monga, Rutgers University, USA
Yuwei Jiang, Hong Kong Polytechic University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.