The Challenges of the Constitution of the Legitimacy of the Institutional Entrepreneur in the Process of Revitalization of Streets Retails Poles

Authors

  • André Luiz Barbosa da Silva Fundação Getúlio Vargas – FGV. https://orcid.org/0000-0003-3276-5019
  • Juracy Parente Fundação Getúlio Vargas – FGV.

DOI:

https://doi.org/10.14211/regepe.v7i3.1089

Keywords:

Empreendedorismo Institucional, Legitimidade, Polos de Rua, Teoria Institucional, Varejo

Abstract

The street retail center suffered heavy interference as market changes, contributing to its decentralization process. Revitalization projects are ways to reverse this process. However, the Brazilian context does not present a legitimized and institutionalized model that allows the development of the revitalization process. It can be noticed that the retailers or those that are called by institutions external to the cluster to act as the institutional entrepreneurs can present the processes of revitalization of accounts. In the wake of revitalization, retail institutional entrepreneur (RIE) begins its legitimacy in its peers and later with the field outside the pole. In this sense, this research presents as central objective to describe and explain the process of construction of the EIV legitimacy among its peers and later how they act in a gradual way to build legitimacy of the retail pole in the institutional field. To answer this objective, this article applied the multiple case study with retail districts spread throughout Brazil. The results showed that the generation of a structured project, with collective plans and with the purpose of increasing local capacity, was not enough to guarantee the construction of the RIE legitimacy.

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Author Biographies

André Luiz Barbosa da Silva, Fundação Getúlio Vargas – FGV.

Doutor em Administração de Empresas pela Fundação Getulio Vargas de São Paulo, Pesquisador da área de Marketing com produção de artigos científicos e pesquisas aplicadas. 

Juracy Parente, Fundação Getúlio Vargas – FGV.

Doutor em Administração de Empresas pela University of London, Londres, (Inglaterra). É Professor Adjunto do Departamento de Marketing da Fundação Getúlio Vargas - FGV/EAESP, fundador e Pesquisador do GVcev - Centro de Excelência em Varejo. 

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Published

2018-09-06

How to Cite

Silva, A. L. B. da, & Parente, J. (2018). The Challenges of the Constitution of the Legitimacy of the Institutional Entrepreneur in the Process of Revitalization of Streets Retails Poles. REGEPE Entrepreneurship and Small Business Journal, 7(3), 190–214. https://doi.org/10.14211/regepe.v7i3.1089

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Research Articles