Competing tactics: How the interplay of tactical approaches shapes movement outcomes on the market for ethical fashion
Social movements use a variety of tactical approaches to change markets. Through a case study of ethical fashion in Switzerland, this paper looks at how the interplay between different tactical approaches pursued by movement actors shapes the growth of the ethical clothing market. Most studies on the influence of social movements look at single tactical approaches, and rarely discuss tactical competition and its role on outcomes. This paper adopts an interactionist field perspective to see this interplay at work. Three tactical approaches are identified: campaigning, collaboration initiatives, and the promotion of alternative niches. This paper points out the different cultural and social backgrounds behind these approaches and discusses their relationships with one another. It highlights how different tactical approaches may draw on one another, but also stresses instances of tactical competition. In particular, the analysis reveals how collaboration initiatives could be used by firms to sidestep more encompassing demands from the campaign. Furthermore, the analysis highlights how the specific definition of the niche, emerging as an outcome of a dynamic involving campaign actors, collaboration initiatives and firms, constitutes an obstacle to the creation of an alternative niche as advocated by its promoters.
|Date of creation:||2012|
|Contact details of provider:|| Postal: Paulstr. 3, 50676 Köln|
Phone: + 49 (0) 221-2767-0
Web page: http://www.mpifg.de/
More information through EDIRC
When requesting a correction, please mention this item's handle: RePEc:zbw:mpifgd:129. 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: (ZBW - German National Library of Economics)
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 references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link 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 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.