Desirée F. Pacheco

The Coevolution of Institutional Entrepreneurship: A Tale of Two Theories

This article provides a review and analysis of institutional entrepreneurship research with a focus on the emergence of this literature within two largely divergent streams: sociology-based institutional theory and economics-based institutional economics. The authors completed a review of 141 articles from these concurrent, but unlinked, research streams to understand how their integration might contribute to the further understanding of institutional entrepreneurship. Each stream is reviewed on its respective approaches to the following topics: the nature of the institutional entrepreneur, the types of institutions addressed, the determinants of institutional entrepreneurship, the mechanisms used in the process, and the empirical focus of each stream. The article recommends greater assimilation of the two streams and discusses specific opportunities for conceptual integration. Finally, the article offers an agenda for incorporating entrepreneurship research into the study of institutional entrepreneurshi...

The Coevolution of Industries, Social Movements, and Institutions: Wind Power in the United States

This study of the U.S. wind energy industry extends theory on the process of industry emergence by developing and testing a coevolutionary model of the relationship between social movement organizations SMOs, institutions, and industries. Building on research that suggests that SMOs can influence institutions and the path of emerging industries, we show that the growth of an industry can also influence the diversity of social movements by motivating the participation of specialist SMOs. These new SMOs in turn deploy distinct knowledge, capabilities, goals, and strategies to produce institutional changes that are necessary for the continued growth of the industry. Our study offers a more complete conceptualization of the influence of social movements on industry emergence and growth, and it extends understanding of how SMO diversity is produced.

Green marketing: a strategic balancing act for creating value

Purpose – The purpose of this study is to illustrate that when practiced correctly, environmental marketing can represent promising opportunities for value creation and market growth. For many companies, the practice of environmental marketing has delivered disappointing results. Design/methodology/approach – Building from examples of companies that have successfully transcended traditional environmental marketing, we create a model for strategic product positioning. We rely on illustrations from companies in a variety of industries that target both consumer and business markets. Findings – We describe five strategies that are built upon value drivers for green products such as image, status, functionality and brand management through authenticity and superior offerings. We also emphasize the importance of strategies that target commercial markets for green products, which represent valuable opportunities for growth. Originality/value – Companies often confront the challenge of positioning the green attri...