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Spoils from the Spoiled: Strategies for Entering Stigmatized Markets

Author

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  • Angelique Slade Shantz
  • Eileen Fischer
  • Aurora Liu
  • Moren Lévesque

Abstract

Stigmatized markets are those where either the products/services, or the consumers, or both, have been collectively, negatively stereotyped and devalued by one or more stakeholder audiences in ways that discredit the overall market. Many stigmatized markets exist, and many flourish, yet little systematic attention has focused on entry into such markets. Our article addresses this gap by conceptualizing various strategies for entering stigmatized markets. We further present propositions regarding the market‐level factors that can influence which of these strategies firms will choose to employ. The contributions include: conceptually clarifying the nature of stigmatized markets; identifying additional types of entry strategies relevant for entering stigmatized markets; theorizing the conditions under which firms would choose one entry strategy over another; and opening up for consideration the effects that market entry may have on stigmatized actors in targeted markets.

Suggested Citation

  • Angelique Slade Shantz & Eileen Fischer & Aurora Liu & Moren Lévesque, 2019. "Spoils from the Spoiled: Strategies for Entering Stigmatized Markets," Journal of Management Studies, Wiley Blackwell, vol. 56(7), pages 1260-1286, November.
    • Handle: RePEc:bla:jomstd:v:56:y:2019:i:7:p:1260-1286
    DOI: 10.1111/joms.12339
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    Cited by:

    1. Mario Campana & Katherine Duffy & Maria Rita Micheli, 2022. "‘We're all Born Naked and the Rest is Drag’: Spectacularization of Core Stigma in RuPaul's Drag Race," Journal of Management Studies, Wiley Blackwell, vol. 59(8), pages 1950-1986, December.
    2. Lai Si Tsui‐Auch & Dongdong Huang & Jun Jie Yang & Si Zheng Koh, 2022. "Double Trouble: Containing Public Disapproval Arising from an Interplay of Stigmatized Categories," Journal of Management Studies, Wiley Blackwell, vol. 59(8), pages 2101-2123, December.
    3. George I. Kassinis & Adam A. Kay & Giorgos Papagiannakis & Pavlos A. Vlachos, 2022. "Stigma as Moral Insurance: How Stigma Buffers Firms from the Market Consequences of Greenwashing," Journal of Management Studies, Wiley Blackwell, vol. 59(8), pages 2154-2190, December.
    4. Augustine, Grace L. & Piazza, Alessandro, 2021. "Category Evolution under Conditions of Stigma: The Segregation of Abortion Provision into Specialist Clinics in the United States," OSF Preprints fzqa6, Center for Open Science.
    5. Yanjie Wu & Sujuan Wang, 2021. "Sustainable Market Entry Strategy under a Supply Chain Environment," Sustainability, MDPI, vol. 13(6), pages 1-15, March.
    6. Kam Phung & Sean Buchanan & Madeline Toubiana & Trish Ruebottom & Luciana Turchick‐Hakak, 2021. "When Stigma Doesn’t Transfer: Stigma Deflection and Occupational Stratification in the Sharing Economy," Journal of Management Studies, Wiley Blackwell, vol. 58(4), pages 1107-1139, June.

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