How Morally Contested Innovations are Legitimized? - Université de Reims Champagne-Ardenne Access content directly
Conference Papers Year : 2018

How Morally Contested Innovations are Legitimized?

Cédric Diridollou
  • Function : Author
Karim Hamadache
  • Function : Author
  • PersonId : 771546
  • IdRef : 178363456


This paper investigates how morally contested innovations emerge and spread within an organisational field and how entrepreneurs utilize strategies to legitimize them. Building on the insight derived from a case study of the cardboard coffin's introduction in the French funeral services field our findings show that proponents of morally contested innovations rely on three legitimation strategies: (1) they commit themselves in pragmatic legitimacy through targeting the peripheral players and the public, (2) they cope with cognitive legitimacy challenges by adapting the design of their product and by educating product users, (3) and they respond to moral concerns by reducing moral revulsion and re-enchanting the consumption practices. This study also highlights the importance of the interplay between these mutually reinforcing strategies in the adoption and the diffusion of morally contested innovations.
Fichier principal
Vignette du fichier
HAL EURAM 2018-converted.pdf (355.57 Ko) Télécharger le fichier
Origin : Files produced by the author(s)

Dates and versions

hal-02948026 , version 1 (29-09-2020)


  • HAL Id : hal-02948026 , version 1


Karim Ben Slimane, Cédric Diridollou, Karim Hamadache. How Morally Contested Innovations are Legitimized?. EURAM, Jun 2018, Reykjavik, Iceland. ⟨hal-02948026⟩
42 View
83 Download


Gmail Facebook X LinkedIn More