Institutionalizing markets: a proposed research agenda
Francisco Cláudio Freitas Silva,
Sérgio Fernando Loureiro Rezende,
Ramon Silva Leite
Abstract:This article contributes to the literature that establishes a conversation between institutional theory and marketing by focusing on a topic of growing interest: market institutionalization. It suggests a research agenda related to legitimacy, institutional logic, contested markets, and market spatiality. This agenda explains under-researched topics and suggests future studies to refine knowledge about market institutionalization. We also highlight types of markets to be investigated, such as legal weapons, jo… Show more
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