An investigation into the logic of artisan product innovation an institutional logics perspective

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MINISTRY OFEDUCATIONANDTRAININGNATIONALECONOMIC S UNIVERSITY  NGUYEN VAN DAI AN INVESTIGATION INTO THELOGIC OFARTISANPRODUCTINNOVATION: AN INSTITUTIONAL LOGICS PERSPECTIVE PHD DISSERTATION IN BUSINESS ADMINISTRATION (E-PHD PROGRAM) HANOI - 2023 MINISTRY OFEDUCATIONANDTRAININGNATIONALECONOMIC S UNIVERSITY  NGUYEN VAN DAI AN INVESTIGATION INTO THELOGIC OFARTISANPRODUCTINNOVATION: AN INSTITUTIONAL LOGICS PERSPECTIVE Specialization: BUSINESS ADMINISTRATION (E-PhD Program) Specialization code: 9340101 PHD DISSERTATION Supervisors: PROFESSOR NGUYEN THI TUYETMAI DR NGUYEN QUYNHHOA HANOI - 2023 DECLARATION I hereby declare that this PhD dissertation is my work.Tothe best of my knowledge, this dissertation has never been submitted, in whole or in part, to any other educational institution for a degree or a diploma Except where specified otherwise by acknowledgment or reference, the work presented is entirely my own I also certifythatall ofthisPhDdissertation’sreferenceshavebeenproperlycredited I have read and comprehended the University’s policy on plagiarism and academicintegrityviolations.Withmyhonor,IcertifythatthecurrentPhDdissertation does not violate regulations on academicintegrity PhD candidate (Signed) ACKNOWLEDGEMENT First of all, being part of E-PhD Program at the Institute for Sustainable Development (ISD) is a wonderful and fortunate chance for me E-PhD Program is not only a program, but also a research community of talented researchers who like to challenge themselves with PhD (Permanent Head Damage, just kidding!) Although I had an initial background in research in my previous studies, I found myself more mature, understanding more about research as well as the limitations of my research ability Professor Thang.V Nguyen, Professor Nguyen Thi Tuyet Mai, Assoc Prof Le Quang Canh, Assoc Prof Nguyen Vu Hung, Assoc Prof Bach Ngoc Thang and ISD staffs are my teachers, brothers and sisters whom I admire for their talents, research ethics, dedication and great support for PhD students like me I would like to thank leaders and staff of NEU Graduate School for their great support during my PhD journey Special thanks go to Assoc Prof Le Trung Thanh, Assoc Prof Vu Thanh Huong, Dr Giao Thi Khanh Ngoc and Dr Do Tuyet Nhung for their wonderful support I thank my colleagues at the Faculty of Planning and Development for their valued support in my PhD journey I would like to express my sincerest and deepest gratitude to my academic supervisors, Professor Nguyen Thi Tuyet Mai (Institute for Sustainable Development, NEU), Assoc Prof Phan Thi Thuc Anh (AIC, VinUniversity) andDr.Nguyen Quynh Hoa (Head of Department of Development Economics, NEU) My instructors have provided valuable support and contributions to my dissertation They not only givemesuggestionsandsupporttodevelopmyideasbutalsochallengetheideasthatIcomeup with by a constructive and open attitude For me, Assoc Prof Phan Thi Thuc Anh has always been a great academic supervisor She created an important connection for me to access key informants in the research community I have great respect for her work ability and kindness.Dr.Nguyen Quynh Hoa is not only my academic supervisor, but also my great boss She supported me in the process of doing this dissertation and facilitated my work in the department allowing me to have more time for this research Thankyousomuch,ProfessorNguyenThiTuyetMai,youcameatatimewhenIneeded more research directions and you gave me more confidence in my researchjourney I would like to express my respect and gratitude to Professor Thang.V Nguyen who commented and challenged my early research ideas His academic ability, attitude towardscolleagues,studentsandhisworkareashiningexampleforfellowstudentslike me I would like to express my sincere thanks to the leaders of the faculty and the department as well as my colleagues in the Faculty of Planning and Development for creating a good condition for me to focus on completing the research Fellows of theEPhDProgram,especiallytheE-PhD04becameanimportantpartofmyPhDlife.Theybringpeerpressure,smileandspiritthatpushed meforward.ReviewersoftheboardssinceIpresentedresearchproposals,researchessays,faculty-leveldefenseandevenreviewersof the journals have provided me with important suggestions and critiques that help me complete my dissertation and papers though I sometimesfeltstressfulandskepticalaboutmyability Thank you,Dr.Trinh MaiVan,for your support and useful advice during my work and the implementation of this dissertation Thank you very muchThuy,Thao, HieuandNgocforaccompanyingbothbeforeandduringthecraftingofthisdissertation with delicious meals, funny hang-out and the sincerest words ofencouragement Specialthanksgotothelocalcommunitymemberswhohavegiventheirvaluable time and enthusiasm to share information and their view on the research topic I could not have completed the research without the enthusiasm and support of lecturer-cum- artist Ngo Ba Hoang and his wife, architectVanAnh, and local community member Dang Dinh Tuc I would like to express my deep gratitude to the artisans,ABOs,business owners, local citizens and customers who participated in this researchasinformants I would like to thank my Sweetie Thank you for accompanying me on this arduous journey withjoy,happiness, smiles and tears The past journey has been botha challenge but also an important and necessary milestone for us to grow together I feel guiltyfornotsharingmyPhDjourneywithmyparents.Iwouldliketothankmyparents and younger brother for always being there for me and because they are healthy and safe, I am able to focus on myresearch I have also received a generous and valuable financial support for the research process of the dissertation from the VINIF domestic master's and doctoral scholarship fund of VinGroup TABLE OF CONTENTS DECLARATION i TABLEOFCONTENTS .iv LISTOFABBREVIATIONS vii APPENDICES viii LISTOFFIGURES .ix LISTOFTABLES .x ABSTRACT xi GLOSSARY OFKEYTERMS xii INTRODUCTION .1 Rationale oftheresearch Research objectivesandquestions 3 Subject and scope oftheresearch Researchmethod Structure of thedissertation CHAPTER THEORETICAL FOUNDATION AND LITERATURE REVIEW7 1.1 Productinnovation .7 1.1.1 Keydefinitions 1.1.2 Significance of productinnovation 1.1.3 Degrees ofproductinnovation 10 1.1.4 Sources ofproductinnovation 11 1.2 Institutionallogics .18 1.2.1 Institutional logics asaperspective 18 1.2.2 Review of logics in theexistingliterature .20 1.2.3 Compatibilitybetweenlogics .28 1.2.4 Hybridity 29 1.2.5 Review of responsestologics 30 1.3 Artisan business as ahybridorganization 34 1.3.1 Artisan business in thecontemporarycontext .34 1.3.2 Hybridity ofartisanbusiness 35 1.4 Counter-institutionalidentity .38 1.4.1 Conception ofcounter-institutionalidentity 39 1.4.2 Counter-institutional identities amongartisanbusiness 40 1.5 Researchgap 42 1.6 GeneralAnalytical Framework 43 CHAPTER 2RESEARCHMETHODOLOGY .45 2.1 Researchcontext 45 2.1.1 Craft industry and development policy towardscraftindustries 45 2.1.2 Bat Trang as aResearchContext 51 2.2 Researchparadigm .52 2.3 Case study asresearchdesign .53 2.4 Sampling 54 2.5 Datacollection 56 2.5.1 Preparatoryphase 57 2.5.2 Official datacollectionphase 59 2.5.3 Description ofSelectedCases .63 2.6 Dataanalysis 65 2.7 Validityand reliability of qualitativeresearch 67 CHAPTER 3RESEARCHRESULTS .69 3.1 Productinnovation .69 3.1.1 Product innovation as aSelectivecoupling 69 3.1.2 Core-Satellite as a new strategic response embedded in product innovation743.2 Logics and institutional demandsoflogics 77 3.2.1 Matching process between practical data and ideal-type market logic andartisanlogic 77 3.2.2 Institutional demands towardscraftproducts 83 3.2.3 Compatibility between market logic andartisanlogic 87 3.3 Counter-institutional identities among artisanbusinessowners 93 3.3.1 Oppositionalidentity .94 3.3.2Relationalidentity .102 3.4 Comparative counter-institutional Identities andProductInnovation 108 3.5 Summary of research resultsandfindings 114 CHAPTER DISCUSSION OFRESULTSANDRECOMMENDATION .114 4.1 Discussionofresults 114 4.1.1 Variednature of product innovation amongartisanbusiness 114 4.1.2 Fluid compatibilitybetweenlogics 115 4.1.3 Ambidexterity ofartisanbusinesses .117 4.2 Theoretical contributions oftheresearch 118 4.2.1 Contribution to InstitutionalLogicsPerspective 118 4.2.2 Contribution to ArtisanBusinessLiterature 120 4.3 Practicalimplications 120 4.3.1 Managerialimplications 121 4.3.2 Governmentpolicyimplications 124 4.4 Limitations and FutureResearchAgenda 127 4.4.1 Limitations oftheresearch 127 4.4.2 FutureResearchAgenda 128 CONCLUSION 130 LIST OF WORKSRELATED TOTHEDISSERTATIONTHATTHE PHDCANDIDATEHASPUBLISHED .131 REFERENCES 132 APPENDICES 158 LIST OF ABBREVIATIONS ABBREVIATIONS FULL FORM ABO(s) Artisan Business Owner(s) API Artisan product innovation CSR Corporate Social Responsibility EC European Commission MNC Multinational Companies OECD The Organization for Economic Cooperation and Development R&D Research and Development ROA Return on Assets SMEs Small and Medium-Sized Enterprises The UK The United Kingdom The USA The United States of America UN The United Nations UNESCO United Nations Educational, Scientific and Cultural Organization WIPO World Intellectual Property Organization APPENDICES Appendix 1: The list of journals in the pool ofreviewedpapers 158 Appendix 2:Interview guideline .160 Appendix 3: Some further photos of researchfieldtrips 165 Appendix 4: Coding frame for market logic andartisanlogic 166 Appendix 5: Coding frame forcounter-institutionalidentity 167 Appendix 6: Coding frame for strategic response embedded in product innovation167 Appendix 7: Example ofcodingprocess 168 Appendix 8: ExampleofCore-Satellite 172 Appendix 9: The claim of the ABO fortheirself 173 Appendix 10: Data triangulation that emphasizescustomers’tastes 174 Appendix11:Matrix of nexus between identities and strategic responses embedded inproduct innovation amongartisanbusinesses 174