CRAFTING CULTURE: EXPLORING THE ROLE OF INSTITUTIONAL ENTREPRENEURS IN MANIFESTING AN IDEOLOGY

Abstract

Adopting a practical theoretical framework together with the notion of institutional entrepreneurs, this study examines how coffee became the cultural expression of an artisanal ideology. Specifically, the paper illustrates how an artisanal ideology is manifested through institutional entrepreneurs’ practices. Using data gathered through archival resources, in-depth interviews, and participant observation, the analysis of the findings reveals three different practices - ‘sourcing’ to making (coffee), ‘making’ (coffee), and ‘presenting’ (coffee) - of an artisanal ideology. These artisanal practices explain meanings, competences, and materiality that help form the third wave of coffee. By identifying institutional entrepreneurs’ practices who bring an artisanal ideology to the marketing of coffee, this study offers new insights about the capacity of a metamorphic product to change while keeping its iconic status in the marketplace.