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
Date Written: November 10, 2018
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: Suggested Citation