Tradition or innovation: a dilemma for the equine industry[Tradition ou innovation : un dilemme pour la filière équine]

In the equine industry, radical innovation seems problematic, even though it could be a powerful driver of differentiation, competitive advantage, and therefore economic development for the organizations behind it. This research shows that this phenomenon stems not from a lack of ideas or technical expertise, but from a question of legitimacy. In a sector heavily structured by its traditions and socially shared norms, legitimacy through conformity is a strategic resource. However, radical innovation carries the risk of losing legitimacy. Based on 45 interviews conducted with companies and experts in the equine industry, my work highlights a balance of optimal distinctiveness that leans toward conformity. Thus, companies do innovate, but primarily incrementally. For the industry, the challenge is therefore not to oppose tradition and innovation, but to better manage their interaction. The ability to preserve legitimacy while creating differentiation through innovation is becoming a major strategic challenge.