PUTTING NEW WINE IN OLD BOTTLES: UTILIZING RHETORICAL HISTORY TO OVERCOME STIGMA ASSOCIATED WITH A PREVIOUSLY DOMINANT LOGIC

摘要: In this paper, we seek to highlight how adherence a dominant logic is an effortful activity. Using rhetorical analysis, show that the use of history provides key mechanism by which organizations may convince audiences logic, while also subverting or obscuring past (currently) subordinate logic. We illustrate such drawing on case study Ontario wine industry, where wineries demonstrate fine winemaking, industry’s now-subordinate and stigmatized alcohol making. Implications for future research institutional logics are discussed.