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This article aims to provide a transaction-based approach to social innovation based on the three modes of transaction coordination and governance as identified by Powell. We produce a grid that explains how social innovation can be implemented in the market, in hierarchies or in networks. This work makes a number of theoretical contributions. First, it provides an integrative framework of social innovation that is firmly rooted in organization theory. Second, we introduce two new concepts: social entrepreneurship orientation and the social innovation ecosystem, believing that these concepts can contribute to a better understanding of the field of social innovation in the context of sustainable development.

This article aims to present three contributions of neo-institutional theory to marketing: (1) viewing consumption as an institution; (2) understanding positioning actions at two levels of legitimacy: the product and the product category; and (3) studying companies’ influence and market transformation strategies through the concept of megamarketing.