Management of legitimacy in communication: Discourse analysis of specialist retailers of organic products
Zaidi-Chtourou, Sabrina
Management of legitimacy in communication: Discourse analysis of specialist retailers of organic products - 2017.
42
Amidst the growing consumption of organic products, specialized retailers are facing competition from mass market retailers. A new market dynamic has emerged, whereby the positioning of specialized retailers is being redefined. Is their historic legitimacy in the organic market strong enough to fend off mass market food retailers? Using qualitative methods to examine the case of three retailers specialized in the distribution of organic products, this article develops the legitimacy typology of Suchman and shows the coexistence of ambivalent forms of discourse that, sometimes simultaneously, employ various aspects of legitimacy (moral, pragmatic, and cognitive).
Management of legitimacy in communication: Discourse analysis of specialist retailers of organic products - 2017.
42
Amidst the growing consumption of organic products, specialized retailers are facing competition from mass market retailers. A new market dynamic has emerged, whereby the positioning of specialized retailers is being redefined. Is their historic legitimacy in the organic market strong enough to fend off mass market food retailers? Using qualitative methods to examine the case of three retailers specialized in the distribution of organic products, this article develops the legitimacy typology of Suchman and shows the coexistence of ambivalent forms of discourse that, sometimes simultaneously, employ various aspects of legitimacy (moral, pragmatic, and cognitive).
Réseaux sociaux