Title
Empowering the underdog : soft power in the development of collective institutional entrepreneurship in business marketsEmpowering the underdog : soft power in the development of collective institutional entrepreneurship in business markets
Author
Faculty/Department
Faculty of Applied Economics
Research group
Management
Publication type
article
Publication
Amsterdam,
Subject
Economics
Source (journal)
Industrial marketing management. - Amsterdam
Volume/pages
48(2015), p. 174-186
ISSN
0019-8501
ISI
000358810800018
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
This paper develops a soft power model to enable non-elite institutional entrepreneurs to fundamentally reshape their field. Based on a Judo strategy framework, this model integrates previously suggested soft power tactics into a coherent set of principles. More specifically, it explains how previous soft power insights adhere to underlying principles of movement, balance and leverage. Structured according to these principles, this paper theorizes how soft power strategies can be a sufficient condition to overcome the embedded agency and mobilization problems of collective institutional entrepreneurship. The applicability is furthermore illustrated with a case of an institutional entrepreneurship initiative in the Dutch electro-technical installation industry. As such, the paper informs an undertheorized scenario of institutional entrepreneurship which we argue is more relevant for business markets than hard power approaches.
E-info
https://repository.uantwerpen.be/docman/iruaauth/fb46a8/246ccd54c95.pdf
Full text (open access)
https://repository.uantwerpen.be/docman/irua/e4ddf8/9748.pdf
E-info
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Handle