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Institutional Work and Brand Strategy in the Contested Cannabis Market
Abstract
How can brands adopt institutional work towards establishing themselves in a highly contested market? Defining contested markets as fields in which the plural logics of the market are in tension with each other and/or with societal level logics, our research explores the institutional work of one pioneer brand – MedMen – in the legal cannabis market in the United States. Analysis of MedMen's marketing communication campaigns and corporate press...
Paper Details
Title
Institutional Work and Brand Strategy in the Contested Cannabis Market
Published Date
Aug 3, 2021
Journal
Volume
41
Issue
4
Pages
663 - 674
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History