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Entrepreneurship evolves in and around fields, particularly around the creation of opportunities. A central problem remains that entrepreneurial opportunities are both distributed among and co-created by embedded actors. We propose framing this in cultural terms as a “multiverse problem,” whereby entrepreneurial possibilities are understood within the bounds of a field, but also through traversing adjacent topographies. We argue that a focus on entrepreneurial moments captures important dynamics that bring together adjacent possibles, leading to drastically different pathways. The usefulness of this argument is illustrated in this paper through the articulation of a cultural cartographic approach to mapping and realizing entrepreneurial possibilities. We develop four principles of cultural cartography, apply them to several examples, and demonstrate implications to cultural entrepreneurship and adjacent theoretical traditions.

The authors analyze how conflicting institutional demands become deployed in organizational storytelling in the context of wildlife documentaries. Documentary producers increasingly feel the pressure to entertain the audience, while simultaneously addressing serious environmental issues. Using a mixed-method analysis of BBC wildlife documentaries produced between 2009 and 2017, the authors identify two narrative strategies, alternation and amplification, to balance demands for entertainment and environmental conservation. Alternation switches entertaining and serious content to offset conservation concerns, while amplification uses entertainment to accentuate conservation. Emotions play a significant role in both ways of storytelling. The findings of this chapter contribute to the literatures on institutional microfoundations, storytelling, and emotions.

Why do significant cultural anomalies frequently fail to generate change in institutional logics? Current process models offer a number of direct ways to enable the creation and diffusion of ideas and practices, but the resistance to adoption and diffusion, something so emphasized by the old institutionalism, has not been incorporated as directly in those models in a way that allows us to answer this question. Therefore, we theorize three retrenchment processes that impede innovation: cultural positioning, behavioral resistance, and feedback shaping. The ways in which these processes work are detailed in a case study of one high profile cultural anomaly: oil production and environmental management in Alberta’s oil sands from 2008 to 2011. Implications for the institutional logics perspective and understanding logics in action are discussed.

How do new professional service firms strategically position themselves in fields where developing a favourable external reputation is critical to performance? Are certain positioning strategies more effective than others? This study reveals that most professional service firm start-ups attempt to establish themselves by pursuing a strategy of moderate divergence from a field's institutionalized practices. Those that do so, however, do not perform as well as those that either conform more closely to these institutional prescriptions or depart more radically from them. In other words, balance beguiles but purism pays.

In this chapter, we examine the development of a technology path in the nanotube (NT) field – one of the most well-developed areas of nanotechnology. Although early developments suggested that there were equally viable pathways related to the development of carbon nanotubes (CNTs) and others made with organic molecules and polymers, carbon-based technologies became valorized. We show how the carbon science path developed and try to unpack how it happened. We argue that it was not due to the inherent efficiency or applications of CNTs, but to sociopolitical dynamics. Even though much intellectual property research focuses on patent-level analysis, we underscore the importance of patent categories as key cognitive elements that organize the different knowledge domains within the world of NT patenting. We show that interlinkages between patent categories are crucial to the formation and development of a particular technology path. In unpacking the selection of the carbon science path, we highlight the key role played by a cadre of star scientists and the political neglect of alternative pathways as the field herded toward the CNT path.

Extant research presents firms’ purpose as a consensual and positive attribute. This paper introduces an alternative perspective, which sees firms’ purposefulness as defined in relation to specific audiences. A firm’s purposefulness to a focal audience can be either positive or negative. Audiences find firms with which they share a common prioritization of issues more purposeful in absolute terms. Audiences find firms with which they share a common understanding of issues positively purposeful. Conversely, audiences find firms with an opposite understanding of issues negatively purposeful. Audiences harness specific resources to support firms they find positively purposeful and to oppose firms they find negatively purposeful. This paper introduces topic modeling and word embeddings as two techniques to operationalize this audience-based approach to purposefulness.

Nine months later, after four days and nights on a bus, I was dropped off on El Camino Real, walked into campus with my backpack, and navigated my way to the Sociology Department, temporarily housed in three residential buildings, a volleyball net outside. Wow, now this is laid back, which was totally fine with me as a then legal resident of ski area. So I thought, until I started talking in more depth to Larry Wu, with whom I was rooming for the first few days. Larry had come from Harrison White's group at Harvard. Like others from that group (e.g., David Strang), he already had essentially completed a math major, along with several math-social science courses. My heart sank. Lucky, I thought, that Stanford is willing to give a Master's degrees to those who want to leave Ph.D. program!

The “categorization as a theoretical tool” framework is delineated to clarify how innovation is possible even though candidates for exchange face a “categorical imperative” – pressure from their audience to adopt the conventional practices associated with existing categories. The key insight is that categorization is generally a useful tool for sorting and screening exchange opportunities. This insight is developed to suggest how the nature of the imperative varies with the audience’s objectives and the theory of value it espouses and how the strength of the imperative varies with the social challenges and opportunities for engaging in, and learning from, experiments with unconventionality.

Although the cottage industry of neoinstitutional research gained its momentum through a conceptual architecture that was centred on a bifurcation of technological/material forces and cultural dynamics, current research in this genre has begun to re-examine the utility of such distinctions. One of the downsides of such a conceptual distinction is that the institutional approach to technology is anachronistic, treating it as an exogenous force. Even though early work by Woodward and others usefully contributed to our understanding of organizations by highlighting how different technologies correlate with various organizational forms, recent scholarship has enhanced our more functional understanding of technology by highlighting processes of coevolution and structuration. In this chapter, we draw on such social constructionist developments in the study of technology to reanimate institutional analysis. More specifically, drawing on the case of the development of nanotube intellectual property, we focus on how technological knowledge production is embedded in community cultures. Our arguments and evidence suggest that there are distinctive community cultures around intensive versus extensive knowledge-generating patents, highlighting how an approach that appreciates the interactive dynamics of technology and culture can yield important insights into the institutional dynamics of technology development.