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Literature provides insights into various mechanisms for achieving legitimacy via adaptation. Yet we know little about how internationalizing firms can break away from existing legitimacy conventions and still achieve congruence. We investigate how internationalizing firms selectively reconstruct meanings of market categories as sources of legitima...
Context in source publication
Context 1
... cope with these legitimation challenges and recategorize their products, we find that craft breweries reconstructed the meanings of their category by associating them with desirable cultural codes (deep ideology of craft beer production: craft movement, industry camaraderie, and distinctiveness) and by distancing from undesirable cultural codes (opposing category of industrial beer production: industrial incumbents, industry battles, and product uniformity), see Appendices 2, 3 and 4 for supporting evidence. These core cultural codes set the limits to re-categorization so that the peripheral cultural codes linked to observable material characteristics and practices can be selectively modulated, as illustrated in Figure 1. ...
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Citations
... Text-based analysis (TBA) is a particularly relevant methodology given the rapid increase in the amount of structured and unstructured text available to IB researchers (e.g., annual reports, firm websites, press releases, governmental filings, social media sites). Many IB scholars are probably already familiar with some versions of TBA, such as the use of notes from participant observations or interviews to create codes and categories using software such as NVivo (e.g., Jasovska et al., 2023;Peltokorpi, 2022). Another likely familiar form of TBA is bibliometric analysis, which focuses on documents (e.g., academic articles), to which researchers apply existing or custom-built codes to create databases that can be summarized in tables and graphs, such as when conducting systematic literature reviews (e.g., Buckley et al., 2023;Debellis et al., 2021;Zhao et al., 2022). ...
... The study was conducted at a craft beer bar operating in the rapidly growing craft-beer scene of Denmark (G omez-Corona et al., 2016;Jasovska et al., 2023). The bar has a capacity of between 80 and 100 people and offers an alternating selection of 20 taps of beer of various styles and prices; for example, simple 5% ABV pilsners were sold cheaper than complex 12% ABV imperial stouts. ...
Previous research has revealed that consumers spend less (more) money when paying through cash (credit card). This effect has been attributed to the pain of paying, which is higher (lower) in the case of cash (credit card) payments. We tested the pain‐of‐paying phenomenon at a bar and collected objective data on almost 1000 beer transactions, including information about the size of the beer consumed (small vs. large), the price paid per beer, the style of the beer, and consumers' payment method (cash vs. credit card). Consumers paying with cash (vs. credit card) spent less money per beer and were less inclined to choose large (vs. small) beers, with the payment method effect on money spent mediated by the size of the purchased beer. Moreover, those paying with cash (vs. credit card) were more inclined to choose dark beers, whereas their probability of purchasing India Pale Ales (IPAs) was directionally lower.
Practical Applications
Given our findings that payment method seems to influence alcohol consumption, these results should have important implications for bar and restaurant managers as well as for interventions aimed at mitigating consumer overspending on alcoholic beverages. Specifically, our findings align with research suggesting that card payments promote less healthy and more impulsive choices than cash payments. Excessive alcohol consumption is associated with numerous psychophysiological problems, whereas developing social ties, which is common among craft beer enthusiasts, reduces stress levels and improves mental health. Therefore, a reasonable compromise seems to be that policymakers recommend cash payments for alcoholic beverages to maximize social network development while minimizing the risk of excessive alcohol consumption. The result that consumers who paid with cash (vs. credit card) were more prone to purchase dark beers but slightly less likely to buy IPAs warrants further investigation.
