The role of institutional elements on strategic activities of small business practitioners Online publication date: Sun, 09-Jun-2019
by Márcio Luiz Marietto; Fernando Antônio Ribeiro Serra
International Journal of Entrepreneurship and Small Business (IJESB), Vol. 37, No. 2, 2019
Abstract: This study offers different perspectives for observing the phenomenon of strategic practice of managers and sales persons in small stores located in an organisational field through the lens of strategy as practice (S-as-P) and institutional theory. Qualitative participant observation procedures were used in the largest Latin-American cluster of bridal stores and involved strategic work using the institutional elements of weddings. The results indicated that the institutional and dynamic elements of the symbolic ritual of wedding enable the interaction among practitioners in their strategic activities. This provides legitimacy and, consequently, the survival of the organisations. We present a model in which the propositions seek to direct future studies of S-as-P with the assumptions of institutional theory. The study also contributes analysing strategic activities of small business practitioners to increase the potential for future empirical researches.
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