Reflections on the Marketization of Art in Contemporary Neoliberal Capitalism

Eräranta, Kirsi; Moisander, Johanna; Penttilä, Visa

doi:10.4324/9780429401510-2

Cited by 3 publications

(4 citation statements)

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“…During marketization, the dominant logic of a field shifts to the market logic. This shift changes the prescriptions that structure organizational action (e.g., Eräranta, Moisander, and Penttilä 2020;Molnar 1996) and what is perceived as valuable (Ertimur and Coskuner-Balli 2015;Zhao et al 2017) and creates new market-based competitive pressures (Lubienski 2005). Shifts in logics such as marketization can be difficult for established organizations because they have developed resources that reflect the prescriptions of the logic that governed their field prior to the entry of a new logic.…”

Section: Combining Institutional Logics and Resource-based Theorymentioning

confidence: 99%

“…Their sources of revenue are likely to be influenced by marketization. For example, since the 1970s, the market logic has expanded its reach, and governments have defunded nonprofits, education, and health care (Baltodano 2012;Era ¨ranta, Moisander, and Penttila ¨2020;Harvey 2005). As a result, the revenues of these organizations have increasingly depended on adapting to market-style mechanisms of consumer choice and competition.…”

Section: Heterogeneous Adaptations To Marketizationmentioning

confidence: 99%

“…In fact, many established organizations that face marketization do become at least partly market oriented. For example, following marketization, museums might stage popular and entertaining exhibitions to attract visitors (Eräranta, Moisander, and Penttilä 2020), and hospitals might treat patients as customers who are provided treatment choices (Tritter 2009). However, increasingly catering to the market is at odds with the logic(s) that drive established organizations.…”

mentioning

confidence: 99%

“…There is thus little need to be market oriented. For example, prior to marketization, museums and hospitals reflected art and medical professionalism logics, which situated the main source of legitimacy with museum curators and physicians (Battilana, Leca, and Boxenbaum 2009;Era ¨ranta et al 2020). Consequently, museum curators decided on exhibitions, and physicians decided on patient treatments.…”

mentioning

confidence: 99%

See 3 more Smart Citations

How Established Organizations Combine Logics to Reconfigure Resources and Adapt to Marketization: A Case Study of Brazilian Religious Schools

Dolbec¹,

Castilhos²,

Fonseca³

et al. 2021

Journal of Marketing Research

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Marketization—the entry of the market logic into a field originally insulated from it—is a transformative force that has reshaped many fields, including education, healthcare, the arts, and religion. Marketization brings a unique set of challenges for established organizations: it opens a field to market-style mechanisms of consumer choice and competition, which undermines the legitimacy of established organizations, and it creates contradictory demands for organizational actions. How can established organizations adapt to marketization? To answer this question, we study the adaptation of five established religious schools to the marketization of education in Brazil. We develop the novel hybridization strategy of nested coupling and explain that established organizations respond to marketization by balancing competing demands for differentiation and conformity. We show how religious schools nest the market logic within the religious logic by reconfiguring their resources to conform to market demands while differentiating themselves through their religious orientation. Nested coupling provides a novel strategic approach for established organizations in marketized or marketizing fields, such as hospitals, museums, and schools, to capitalize on a logic that pre-exists marketization and to create a unique competitive positioning in the market.

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