Spoils from the Spoiled: Strategies for Entering Stigmatized Markets
Angelique Slade Shantz, Eileen Fischer, Aurora Liu, Moren Lévesque
Journal of Management Studies · 2019 · Volume 56 · Issue 7
Abstract
Stigmatized markets are those where either the products/services, or the consumers, or both, have been collectively, negatively stereotyped and devalued by one or more stakeholder audiences in ways that discredit the overall market. Many stigmatized markets exist, and many flourish, yet little systematic attention has focused onentryinto such markets. Our article addresses this gap by conceptualizing various strategies for entering stigmatized markets. We further present propositions regarding the market-level factors that can influence which of these strategies firms will choose to employ. The contributions include: conceptually clarifying the nature of stigmatized markets; identifying additional types of entry strategies relevant for entering stigmatized markets; theorizing the conditions under which firms would choose one entry strategy over another; and opening up for consideration the effects that market entry may have on stigmatized actors in targeted markets.
Keywords
conceptual framework, destigmatization, entry strategy, market entry, market thickness, stigmatized market
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