Spoils from the Spoiled: Strategies for Entering Stigmatized Markets

27 Pages Posted: 29 May 2020

See all articles by Angelique Slade Shantz

Angelique Slade Shantz

University of Alberta

Eileen Fischer

York University - Schulich School of Business

Aurora Liu

York University

Moren Levesque

York University

Date Written: November 2019

Abstract

Stigmatized markets are those where either the products/services, or the consumers, or both, have been collectively, negatively stereotyped and devalued by one or more stakeholder audiences in ways that discredit the overall market. Many stigmatized markets exist, and many flourish, yet little systematic attention has focused on entry into such markets. Our article addresses this gap by conceptualizing various strategies for entering stigmatized markets. We further present propositions regarding the market‐level factors that can influence which of these strategies firms will choose to employ. The contributions include: conceptually clarifying the nature of stigmatized markets; identifying additional types of entry strategies relevant for entering stigmatized markets; theorizing the conditions under which firms would choose one entry strategy over another; and opening up for consideration the effects that market entry may have on stigmatized actors in targeted markets.

Keywords: conceptual framework, destigmatization, entry strategy, market entry, market thickness, stigmatized market

Suggested Citation

Slade Shantz, Angelique and Fischer, Eileen and Liu, Aurora and Levesque, Moren, Spoils from the Spoiled: Strategies for Entering Stigmatized Markets (November 2019). Journal of Management Studies, Vol. 56, Issue 7, pp. 1260-1286, 2019, Available at SSRN: https://ssrn.com/abstract=3609489 or http://dx.doi.org/10.1111/joms.12339

Angelique Slade Shantz (Contact Author)

University of Alberta

Edmonton, Alberta T6G 2R3
Canada

Eileen Fischer

York University - Schulich School of Business ( email )

4700 Keele Street
Toronto, Ontario M3J 1P3
Canada

Aurora Liu

York University

4700 Keele Street
Toronto, Ontario M3J 1P3
Canada

Moren Levesque

York University ( email )

4700 Keele Street
Toronto, Ontario M3J 1P3
Canada

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