Destigmatization of Consumer Practice through Cooperation of Conflicting Logic:
The purpose of this study was to explore the relationship between the conflicting logics that are created in the process of legitimatizing stigmatized practice, by using the theoretical lens of institutional logic in institutional theory. Specifically, the author analyzed the case of Japanese marria...
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| Format: | Article |
| Language: | Japanese |
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Japan Marketing Academy
2020-03-01
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| Series: | Maketingu rebyu |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketingreview/1/1/1_2020.010/_html/-char/en |
| _version_ | 1797691152086859776 |
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| author | Yumiko Oda |
| author_facet | Yumiko Oda |
| author_sort | Yumiko Oda |
| collection | DOAJ |
| description | The purpose of this study was to explore the relationship between the conflicting logics that are created in the process of legitimatizing stigmatized practice, by using the theoretical lens of institutional logic in institutional theory. Specifically, the author analyzed the case of Japanese marriage hunting ‘konkatsu’ which has been booming since 2008. Through text analysis of newspaper articles from the past 29 years, the development process of multiple logics and the relationship between conflicting logics were clarified. The extant literature has shown that companies try to de-couple or differentiate the different logics in the process of market creation. This study, on the other hand, suggests that multiple logics even conflicting logic, can complement each other and result in rather large-scale diffusion. |
| first_indexed | 2024-03-12T02:10:12Z |
| format | Article |
| id | doaj.art-79ca46dc6fc144a9bafd0a8d063f1129 |
| institution | Directory Open Access Journal |
| issn | 2435-0443 |
| language | Japanese |
| last_indexed | 2024-03-12T02:10:12Z |
| publishDate | 2020-03-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu rebyu |
| spelling | doaj.art-79ca46dc6fc144a9bafd0a8d063f11292023-09-06T13:59:08ZjpnJapan Marketing AcademyMaketingu rebyu2435-04432020-03-0111859310.7222/marketingreview.2020.010marketingreviewDestigmatization of Consumer Practice through Cooperation of Conflicting Logic:Yumiko Oda0Adjunct Research Associate, School of Business Administration, Hitotsubashi University Business SchoolThe purpose of this study was to explore the relationship between the conflicting logics that are created in the process of legitimatizing stigmatized practice, by using the theoretical lens of institutional logic in institutional theory. Specifically, the author analyzed the case of Japanese marriage hunting ‘konkatsu’ which has been booming since 2008. Through text analysis of newspaper articles from the past 29 years, the development process of multiple logics and the relationship between conflicting logics were clarified. The extant literature has shown that companies try to de-couple or differentiate the different logics in the process of market creation. This study, on the other hand, suggests that multiple logics even conflicting logic, can complement each other and result in rather large-scale diffusion.https://www.jstage.jst.go.jp/article/marketingreview/1/1/1_2020.010/_html/-char/enstigmainstitutional logictext analysismarriage hunting |
| spellingShingle | Yumiko Oda Destigmatization of Consumer Practice through Cooperation of Conflicting Logic: Maketingu rebyu stigma institutional logic text analysis marriage hunting |
| title | Destigmatization of Consumer Practice through Cooperation of Conflicting Logic: |
| title_full | Destigmatization of Consumer Practice through Cooperation of Conflicting Logic: |
| title_fullStr | Destigmatization of Consumer Practice through Cooperation of Conflicting Logic: |
| title_full_unstemmed | Destigmatization of Consumer Practice through Cooperation of Conflicting Logic: |
| title_short | Destigmatization of Consumer Practice through Cooperation of Conflicting Logic: |
| title_sort | destigmatization of consumer practice through cooperation of conflicting logic |
| topic | stigma institutional logic text analysis marriage hunting |
| url | https://www.jstage.jst.go.jp/article/marketingreview/1/1/1_2020.010/_html/-char/en |
| work_keys_str_mv | AT yumikooda destigmatizationofconsumerpracticethroughcooperationofconflictinglogic |