How to turn a Cinderella product into a market queen

The case of Italian grappa shows that more than marketing is needed to raise a product's market status, write Giuseppe Delmestri and Royston Greenwoo

How Cinderella Became a Queen: Theorizing Radical Status Change

Using a case study of the Italian spirit grappa, we examine status recategorization - the vertical extension and reclassification of an entire market category. Grappa was historically a low-status product, but in the 1970s one regional distiller took steps that led to a radical break from its traditional image, so that in just over a decade high-quality grappa became an exemplar of cultured Italian lifestyle and held a market position in the same class as cognac and whisky. We use this context to articulate "theorization by allusion", which occurs through three mechanisms: category detachment-distancing a social object from its existing category; category emulation-presenting that object so that it hints at the practices of a high-status category; and category sublimation-shifting from local, field-specific references to broader, societal-level frames. This novel theorization is particularly appropriate for explaining change from low to high status because it avoids resistance to and contestation of such change (by customers, media, and other sources) as a result of status imperatives, which may be especially strong in mature fields. Unlike prior studies that have examined the status of organizations within a category, ours foregrounds shifts in the status and social meaning of a market category itself

Proudly elitist and undemocratic?:The distributed maintenance of contested practices

This study examines the maintenance of highly institutionalized practices during periods of vehement contestation and changing external demands. Employing a cross-level longitudinal research design, we explore how the recruitment model of elite French Business Schools persisted, remaining fundamentally intact despite serious questions raised about its functional utility and social legitimacy. Comparing three periods of contestation, we document shifting coalitions of dispersed actors that were incentivized to "thematically" maintain the practices in the focal field with little formal orchestration. Our findings indicate that practices which contribute to social stratification often foster meta-routines that cajole constituencies in multiple fields to, collectively and self-interestedly, promote and regulate conservative change. We identify three meta-routines - referential comparison, generative improvisation, and distributed monitoring and policing - that introduced flexibility and encouraged "unforced" adaptations. In elaborating these meta-routines, we contribute to extant theory on the mechanisms of institutional maintenance, and shed further light on the role of complex embeddedness as a constraint on institutional processes

Violence against doctors is increasing worldwide. will the pandemic revert the trend?

In China the marketisation of health care, media criticism and public shaming led to a spiral of aggressions, write Milo Shaoqing Wang, Mia Raynard and Royston Greenwoo

Bad barrels and bad cellars:a ‘boundaries’ perspective on professional misconduct

Professions have traditionally been associated with a public safeguard role, with their superior ethical standards usually invoked to justify their occupational privileges and special labour market position. As such professionals have been thought to act as 'social trustees' (Brint, 1994) of key skills for the benefit of society as a whole or as 'gatekeepers' (Coffee, 2006) who play a fundamental role in maintaining the integrity of broader institutions. Yet recent scandals from Enron, to Parmalat and the recent financial crisis call into question the fiduciary role played by the professions. Thus, rather than as gatekeepers and social trustees, professions may have acted, perhaps unwittingly, as accomplices if not masterminds in recent episodes of corporate wrongdoing and malpractice. This chapter focuses on the role of professions in processes of malpractice and approaches this through the consideration of a number of key boundaries which frame professional practice and the tensions, conflicts and opportunities or temptations these generate. These include: 1) internal divisions within professional services firms between different services and the conflict of interests these may produce (thus the tensions between auditing and consulting within large accountancy firms), 2) the relationship between professional advisers and external stakeholders such as clients and increasingly financial investors, and the capture dynamics which may be at play here, 3) the boundaries which exist between different firms and professions engaged in gatekeeping functions and the systemic myopia that this allows and 4) the existence national and regional boundaries between jurisdictions with different standards of professional practice and regulatory oversight