IDEAS home Printed from
   My bibliography  Save this article

Institutional entrepreneur strategies in emerging economies: Creating market exclusivity for the rising affluent


  • Jayanti, Rama K.
  • Raghunath, S.


We study how institutional entrepreneurs strategize to legitimate market exclusivity for the rising affluent in emerging economies. We propose that pluralistic logics and logic contradictions can trigger novel institutional spaces that are leveraged by institutional entrepreneurs to promote new organizational forms. We shed light on the struggles of opportunistic institutional entrepreneurs who juggle capitalizing on the emerging novel institutional spaces within emerging economies juxtaposed against country specific cultural nuances of high power distance and low generalized trust. Using a case based analysis of the luxury hospital organizational field in India, we present a comprehensive framework of legitimation strategies for new organizational forms in emerging economies. Our study provides important insights into institutional entrepreneurs' legitimation strategies in emerging economies and underscores the importance of studying contextual bases of institutional entrepreneurship.

Suggested Citation

  • Jayanti, Rama K. & Raghunath, S., 2018. "Institutional entrepreneur strategies in emerging economies: Creating market exclusivity for the rising affluent," Journal of Business Research, Elsevier, vol. 89(C), pages 87-98.
  • Handle: RePEc:eee:jbrese:v:89:y:2018:i:c:p:87-98
    DOI: 10.1016/j.jbusres.2018.03.039

    Download full text from publisher

    File URL:
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    1. repec:bla:stratm:v:38:y:2017:i:7:p:1373-1390 is not listed on IDEAS
    2. Andreas Rauch & Michael Frese & Zhong-Ming Wang & Jens Unger & Maria Lozada & Vita Kupcha & Tanja Spirina, 2013. "National culture and cultural orientations of owners affecting the innovation–growth relationship in five countries," Entrepreneurship & Regional Development, Taylor & Francis Journals, vol. 25(9-10), pages 732-755, December.
    3. Ute Stephan & Lorraine M Uhlaner & Christopher Stride, 2015. "Institutions and social entrepreneurship: The role of institutional voids, institutional support, and institutional configurations," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 46(3), pages 308-331, April.
    4. Trostle, James A., 1988. "Medical compliance as an ideology," Social Science & Medicine, Elsevier, vol. 27(12), pages 1299-1308, January.
    5. Jonathan Doh & Suzana Rodrigues & Ayse Saka-Helmhout & Mona Makhija, 2017. "International business responses to institutional voids," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 48(3), pages 293-307, April.
    6. Ahlstrom, David & Bruton, Garry D. & Yeh, Kuang S., 2008. "Private firms in China: Building legitimacy in an emerging economy," Journal of World Business, Elsevier, vol. 43(4), pages 385-399, October.
    7. Davidsson, Per & Wiklund, Johan, 1997. "Values, beliefs and regional variations in new firm formation rates," Journal of Economic Psychology, Elsevier, vol. 18(2-3), pages 179-199, April.
    8. K. S. Manikandan & J. Ramachandran, 2015. "Beyond institutional voids: Business groups, incomplete markets, and organizational form," Strategic Management Journal, Wiley Blackwell, vol. 36(4), pages 598-617, April.
    9. Robert J. David & Wesley D. Sine & Heather A. Haveman, 2013. "Seizing Opportunity in Emerging Fields: How Institutional Entrepreneurs Legitimated the Professional Form of Management Consulting," Organization Science, INFORMS, vol. 24(2), pages 356-377, April.
    10. Rivera-Santos, Miguel & Rufín, Carlos & Kolk, Ans, 2012. "Bridging the institutional divide: Partnerships in subsistence markets," Journal of Business Research, Elsevier, vol. 65(12), pages 1721-1727.
    11. Mike Wright & Robert E. Hoskisson & Mike W. Peng, 2005. "Strategy Research in Emerging Economies: Challenging the Conventional Wisdom," Journal of Management Studies, Wiley Blackwell, vol. 42(1), pages 1-33, January.
    12. Klaus E Meyer & Mike W Peng, 2016. "Theoretical foundations of emerging economy business research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 47(1), pages 3-22, January.
    13. Erkko Autio & Saurav Pathak & Karl Wennberg, 2013. "Consequences of cultural practices for entrepreneurial behaviors," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 44(4), pages 334-362, May.
    14. Jagdip Singh & Rama K. Jayanti, 2013. "When Institutional Work Backfires: Organizational Control of Professional Work in the Pharmaceutical Industry," Journal of Management Studies, Wiley Blackwell, vol. 50(5), pages 900-929, July.
    15. Saini, Debi S. & Budhwar, Pawan S., 2008. "Managing the human resource in Indian SMEs: The role of indigenous realities," Journal of World Business, Elsevier, vol. 43(4), pages 417-434, October.
    16. Chen, Chao C. & Chen, Xiao-Ping & Huang, Shengsheng, 2013. "Chinese Guanxi: An Integrative Review and New Directions for Future Research," Management and Organization Review, Cambridge University Press, vol. 9(01), pages 167-207, March.
    17. repec:spr:manint:v:51:y:2011:i:1:d:10.1007_s11575-010-0066-8 is not listed on IDEAS
    18. Julie Battilana & Bernard Leca & Eva Boxenbaum, 2009. "How actors change institutions : Towards a theory of institutional entrepreneurship," Post-Print hal-00576509, HAL.
    19. Meyer, Klaus E. & Estrin, Saul & Bhaumik, Sumon Kumar & Peng, Mike W., 2009. "Institutions, resources and entry strategies in emerging economies," LSE Research Online Documents on Economics 4217, London School of Economics and Political Science, LSE Library.
    20. Rodolphe Durand & Hayagreeva Rao & Philippe Monin, 2003. "Institutional Change in Toque Ville: Nouvelle Cuisine as an Identity Movement in French Gastronomy," Post-Print hal-00480858, HAL.
    21. Paul Tracey & Nelson Phillips & Owen Jarvis, 2011. "Bridging Institutional Entrepreneurship and the Creation of New Organizational Forms: A Multilevel Model," Organization Science, INFORMS, vol. 22(1), pages 60-80, February.
    22. Deephouse, David L. & Newburry, William & Soleimani, Abrahim, 2016. "The effects of institutional development and national culture on cross-national differences in corporate reputation," Journal of World Business, Elsevier, vol. 51(3), pages 463-473.
    Full references (including those not matched with items on IDEAS)


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:89:y:2018:i:c:p:87-98. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Dana Niculescu). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.