Titlebook: Engineering Legitimacy; How Institutional En Iva Petkova Book 2018 The Editor(s) (if applicable) and The Author(s) 2018 Technology start-up

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The Notion of Creative Industriesy contexts, where incumbent organizations maintain significant gaps between their strategy formulation (i.e., “thinking”) and their behavior (i.e., “doing”) and exhibit low aspirations for learning. Petkova explores the ways in which emerging new entrepreneurs, creating new practices in such creativ

Intentional

,Die Phänomenologie des Geistes , of digital fashion, and introduces the major players in the book—new institutional entrepreneurs in e-commerce and social commerce. Chapter 2 also reveals the mechanism for gaining institutional legitimacy for said players: first, the development of . that demonstrate how e-commerce and social comm

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,“Divide et Impera”: , in a Wider Sphere,ter starts with a review of institutionalized divides existing in the structure of fashion companies, between organizational functions associated with ‘aesthetics’ and ‘commerce’. The narrative details the shifts in the production of institutionalized rhetoric related to this divide between the 1970

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https://doi.org/10.1007/978-1-137-06439-4nstitutional player in the field of digital fashion. Of significance here is the evolution of narratives for legitimization put forth by the founders of the company within the first two years of its founding, and the expanding of an array of legitimizing challenges, shared by other e-commerce and so

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Standard Theism and Naturalism,n players and luxury fashion companies. The narrative familiarizes the reader further with the intricacies of pursuing ethnography in the two fields at a very chaotic point in fashion industry’s response to e-commerce adaptation. The Chapter describes the development of ethnography at the threshold

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Introduction: Field Transformations and Institutional Entrepreneurship in Cultural Industries,y contexts, where incumbent organizations maintain significant gaps between their strategy formulation (i.e., “thinking”) and their behavior (i.e., “doing”) and exhibit low aspirations for learning. Petkova explores the ways in which emerging new entrepreneurs, creating new practices in such creativ