Selling innovation projects: Rhetorical layering work and imbrication of institutional logics in city reform: Bringing Institutional Theory to Marketing Conference

Mark Palmer, Yann Truong, Geoff Simmons, Jorge Esteban Diez Giraldo

Research output: Contribution to conferencePaper

Abstract

Acceptance is a central challenge for innovation projects. Whenever acceptance is discussed in various technology acceptance models, most studies have framed innovation acceptance in fairly narrow conceptual terms – e.g. as traits of innovators or early adopters, portraying individuals as passive recipients of the innovations, reacting to a ‘given’ innovation. An institutional understanding of innovation acceptance within a city, however, suggests that gaining acceptance is a social accomplishment; requiring rhetorical layering work and imbrication of institutional logics. We attempt to understand the challenges of gaining acceptance for innovation projects in city reform. Drawing upon evidence from the city of Medellín in the emerging market of Colombia, which was awarded world innovative city of the year 2012, this study sought to understand the selling rhetoric which brought about innovation project acceptance among different actors. The findings identify the rhetorical selling work deployed disrupted pre-existing institutional logics, while also layering the institutional logics with the empowerment of innovation projects.
Original languageEnglish
Publication statusPublished - 2017
EventBringing institutional theory to marketing 29-30 May 2017 Paris (France) - ISC Business School, Paris, France
Duration: 29 May 201730 May 2017

Conference

ConferenceBringing institutional theory to marketing 29-30 May 2017 Paris (France)
CountryFrance
CityParis
Period29/05/201730/05/2017

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    Palmer, M., Truong, Y., Simmons, G., & Esteban Diez Giraldo, J. (2017). Selling innovation projects: Rhetorical layering work and imbrication of institutional logics in city reform: Bringing Institutional Theory to Marketing Conference. Paper presented at Bringing institutional theory to marketing 29-30 May 2017 Paris (France), Paris, France.