From Farms to Fuel Tanks: Stakeholder Framing Contests and Entrepreneurship in the Emergent U.S. Biodiesel Market

Strategic Management Journal, Forthcoming

57 Pages Posted: 4 May 2015 Last revised: 13 Nov 2018

See all articles by Shon R. Hiatt

Shon R. Hiatt

University of Southern California - Marshall School of Business

W. Chad Carlos

Brigham Young University - Marriott School; Cornell University - Samuel Curtis Johnson Graduate School of Management

Date Written: November 10, 2018

Abstract

Although scholarship has demonstrated that market categories offer important signals to entrepreneurs about which goods and services are valued, little research has considered how entrepreneurs make sense of and exploit opportunities when contestation over category meaning persists. Using the emergent U.S. biodiesel market as a context, we present a framework to explain how the salience of different stakeholder frames shapes entrepreneurs’ perceptions of market opportunities and influences their market-entry strategies. By showing how framing contests affect entrepreneurial outcomes, this study illuminates the underlying cognitive mechanisms that impact market meaning and offers important implications for the literatures on entrepreneurship, market-category evolution, framing contests, and grand challenges.

Keywords: Entrepreneurship, sustainability, environmental activists, trade associations, nonmarket strategy, market category

Suggested Citation

Hiatt, Shon R. and Carlos, W. Chad, From Farms to Fuel Tanks: Stakeholder Framing Contests and Entrepreneurship in the Emergent U.S. Biodiesel Market (November 10, 2018). Strategic Management Journal, Forthcoming. Available at SSRN: https://ssrn.com/abstract=2601798 or http://dx.doi.org/10.2139/ssrn.2601798

Shon R. Hiatt (Contact Author)

University of Southern California - Marshall School of Business ( email )

701 Exposition Blvd
Los Angeles, CA 90089
United States

W. Chad Carlos

Brigham Young University - Marriott School ( email )

United States

Cornell University - Samuel Curtis Johnson Graduate School of Management ( email )

Ithaca, NY 14853
United States

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