Engineering Legitimacy: How Institutional Entrepreneurs In E-commerce Bring Fashion Companies Into The Digital Age
by Iva Petkova /
2018 / English / PDF
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Through the lens of the fashion industry, Iva Petkova explores
not only how institutionalized organizations react and adapt
to the rise of start-up outsiders, but also how these
outside “disruptors” seek to cultivate legitimacy and win
influence. In so doing, she reflects upon a longstanding
question in the sociology of organizations and neo-institutional
theory: How do institutionalized organizations in creative
industries resolve the inherent conflict between art and
commerce, particularly in a changing institutional environment?
Through the lens of the fashion industry, Iva Petkova explores
not only how institutionalized organizations react and adapt
to the rise of start-up outsiders, but also how these
outside “disruptors” seek to cultivate legitimacy and win
influence. In so doing, she reflects upon a longstanding
question in the sociology of organizations and neo-institutional
theory: How do institutionalized organizations in creative
industries resolve the inherent conflict between art and
commerce, particularly in a changing institutional environment?Engineering Legitimacy
Engineering Legitimacy outlines the processes through
which e-commerce and social commerce companies in
fashion disturb and reconstruct the industry, crosscutting
their technical field of expertise and looking to legitimize
their innovative practice in the institutionally elaborated field
of fashion. Through an analysis of the emerging culture of
innovation collectively created by start-up
outsider disruptors, this book contemplates how
fashion-technology companies transform their
moral narratives into acceptable commercial practice,
legitimating a model of profound institutional change over
the digital operations of fashion companies.
outlines the processes through
which e-commerce and social commerce companies in
fashion disturb and reconstruct the industry, crosscutting
their technical field of expertise and looking to legitimize
their innovative practice in the institutionally elaborated field
of fashion. Through an analysis of the emerging culture of
innovation collectively created by start-up
outsider disruptors, this book contemplates how
fashion-technology companies transform their
moral narratives into acceptable commercial practice,
legitimating a model of profound institutional change over
the digital operations of fashion companies.
