SGS Brownbag - Grégoire Croidieu, Grenoble Ecole de Management
Status and responses to institutional pressures: the case of the St-Emilion wine community (Co-authored with Phil Kim, Michael Lounsbury, and Ignasi Marti)
Wednesday 13 March 2019 (12h00 - 13h00) - Extranef - 125
This paper develops and tests a theory of status-based responses to institutional pressures. We extend the established middle-status model by developing the argument that organizational responses depend not only on threats to their status positioning but also on mobility opportunities. We also propose an argument that the status-based navigation between threats and opportunities is moderated by an attachment to pre-existing logics. We test these ideas in the context of the Saint-Emilion wine community in France, whose status order became challenged by a world-leading US wine critic, Robert Parker, in the mid-1990s. Unlike the State or local professional bodies, Parker only has a limited attention and is willing to disrupt the existing order by promoting his own status order. His move was followed by some producers but not all, which sparked a controversy. We look into how 600-ish Saint-Emilion wineries responded by pondering the threat of losing their status within the old order with the opportunity to advance their position in the new order. Our findings overall support our predictions. We draw implications for status and institutional theory.