R. Almeling, Selling genes, selling gender: egg agencies, sperm banks, and the medical market in genetic material, American Sociological Review, vol.72, issue.3, pp.319-340, 2007.

M. Anteby, Markets, morals, and practices of trade: Jurisdictional disputes in the US commerce in cadavers, Administrative Science Quarterly, vol.55, issue.4, pp.606-638, 2010.

J. A. Baum and C. Oliver, Toward an institutional ecology of organizational founding, Academy of Management Journal, vol.39, issue.5, p.1378, 1996.

H. S. Becker, , 1963.

K. Ben-slimane and W. Lamine, A transaction-based approach to social innovation, The International Journal of Entrepreneurship and Innovation, vol.18, issue.4, pp.231-242, 2017.

K. Ben-slimane and B. Leca, Pour une approche par les ressources et les compétences du travail institutionnel, Management international, vol.19, issue.1, pp.85-93, 2014.

C. M. Christensen, Exploring the limits of the technology S-curve. Part II: Architectural technologies, Productions and Operations Management, vol.1, issue.4, pp.358-366, 1992.

S. S. Das and A. H. Van-de-ven, Competing with New Product Technologies: A Process Model of Strategy, Management Science, vol.46, issue.10, p.1300, 2000.

D. L. Deephouse, To be different, or to be the same? It'sa question (and theory) of strategic balance, Strategic management journal, vol.20, issue.2, pp.147-166, 1999.

D. L. Deephouse, J. Bundy, L. P. Tost, and M. C. Suchman, Organizational Legitimacy: Six Key Questions The SAGE Handbook of Organizational Institutionalism, p.27, 2017.

P. J. Dimaggio, Interest and Agency in Institutional Theory, L. Zucker, (ed) Institutional Patterns and Organizations: Culture and Environment, pp.3-21, 1988.

P. Dimaggio, Culture and Cognition, Annual Review of Sociology, vol.23, issue.1, p.263, 1997.

P. J. Dimaggio and W. W. Powell, The Iron Cage Revisited: Institutional Isomorphism and Collective Rationality in Organizational Fields, American Sociological Review, vol.48, issue.2, pp.147-160, 1983.

M. Callon, Some elements of a sociology of translation: domestication of the scallops and the fishermen of St Brieuc Bay, The Sociological Review, vol.32, issue.1, pp.196-233, 1984.

K. M. Eisenhardt, Building Theories from Case Study Research, Academy of Management Review, vol.14, issue.4, pp.532-550, 1989.

N. Fligstein, Social skill and institutional theory, American Behavioral Scientist, vol.40, issue.4, p.397, 1997.

M. Fourcade and K. Healy, Moral views of market society, Annual Review of Sociology, vol.33, issue.1, pp.285-311, 2007.

R. Garud, S. Jain, and A. Kumaraswamy, Institutional Entrepreneurship in the Sponsorship of Common Technological Standards : The Case of Sun Microsystems and Java, Academy of Management Journal, vol.45, issue.1, pp.196-214, 2002.

R. Garud and M. A. Rappa, A Socio-cognitive Model of Technology Evolution: The Case of Cochlear Implants, Organization Science, vol.5, issue.3, pp.344-362, 1994.

C. Hardy and S. Maguire, The SAGE Handbook of Organizational Institutionalism, pp.189-217, 2008.

A. B. Hargadon and Y. Douglas, When innovations meet institutions: Edison and the design of the electric light, Administrative Science Quarterly, vol.46, issue.3, pp.476-501, 2001.

S. Hitlin and S. Vaisey, The new sociology of morality, Annual Review of Sociology, vol.39, issue.1, pp.51-68, 2013.

B. A. Hudson and G. A. Okhuysen, Not with a ten-foot pole: Core stigma, stigma transfer, and improbable persistence of men's bathhouses, Organization Science, vol.20, issue.1, pp.134-153, 2009.

H. Leblebici, G. R. Salancik, A. Copay, and T. King, Institutional Change and the Transformation of Interorganizational Fields: An Organizational History of the U.S. Radio Broadcasting Industry, Administrative Science Quarterly, vol.36, issue.3, pp.333-363, 1991.

J. W. Meyer and B. Rowan, Institutionalized organizations: Formal structure as myth and ceremony, American Journal of Sociology, vol.83, issue.2, pp.340-363, 1977.

J. Miller, The ongoing legitimacy project: corporate philanthropy as protective strategy, European Management Review, vol.5, issue.3, pp.151-164, 2008.

K. A. Munir and N. Phillips, The Birth of the 'Kodak Moment': Institutional Entrepreneurship and the Adoption of New Technologies, Organization Studies, vol.26, issue.11, pp.1665-1687, 2005.

C. Oliver, Sustainable competitive advantage: Combining institutional and resourcebased views. Strategic management journal, pp.697-713, 1997.

J. L. Peifer, D. R. Johnson, and E. H. Ecklund, The Moral Limits of the Market: Science Commercialization and Religious Traditions, Journal of Business Ethics, pp.1-15, 2017.

A. M. Pettigrew, Longitudinal field research on change: Theory and practice, Organization Science, vol.1, issue.3, pp.267-292, 1990.

S. Quinn, The Transformation of Morals in Markets: Death, Benefits, and the Exchange of Life Insurance Policies1, American Journal of Sociology, vol.114, issue.3, pp.738-780, 2008.

H. Rao, P. Monin, and R. Durand, Institutional Change in Toque Ville: Nouvelle Cuisine as an Identity Movement in French Gastronomy, American Journal of Sociology, vol.108, issue.4, pp.795-843, 2003.
URL : https://hal.archives-ouvertes.fr/hal-02311672

A. Sapir, I. Drori, and S. Ellis, The Practices of Knowledge Creation: Collaboration Between Peripheral and Core Occupational Communities, European Management Review, vol.13, issue.1, pp.19-36, 2016.

W. R. Scott, Institutions and Organizations, 1995.

D. Scaraboto and E. (. Fischer, Frustrated Fatshionistas: An Institutional Theory Perspective on Consumer Quests for Greater Choice in Mainstream Markets, Journal of Consumer Research, vol.39, issue.6, pp.1234-1257, 2013.

S. A. Soule and B. G. King, Competition and resource partitioning in three social movement industries, American Journal of Sociology, vol.113, issue.6, pp.1568-1610, 2008.

A. Strauss, Qualitative Analysis for Socoial Scientists, 1987.

M. C. Suchman, Managing legitimacy: Strategic and institutional approaches, Academy of Management Review, vol.20, issue.3, pp.571-610, 1995.

R. Suddaby, A. Bitektine, and P. Haack, Legitimacy. Academy of Management Annals, vol.11, issue.1, pp.451-478, 2017.

R. Suddaby and R. Greenwood, Rhetorical Strategies of Legitimacy, Administrative Science Quarterly, vol.50, issue.1, pp.35-67, 2005.

C. J. Thompson and G. Coskuner-balli, Enchanting ethical consumerism: The case of community supported agriculture, Journal of consumer culture, vol.7, issue.3, pp.275-303, 2007.

P. Trompette, Le marché des défunts: Presses de Sciences Po Paris, 2008.

P. Trompette and M. Lemonnier, Funeral embalming: the transformation of a medical innovation, Science studies, p.22, 2009.
URL : https://hal.archives-ouvertes.fr/halshs-00451828

E. Vaara, J. Tienari, and J. Laurila, Pulp and Paper Fiction: On the Discursive Legitimation of Global Industrial Restructuring, Organization Studies, issue.6, pp.789-810, 2006.

A. H. Van-de-ven and R. M. Engleman, Event-and outcome-driven explanations of entrepreneurship, Journal of Business Venturing, vol.19, issue.3, p.343, 2004.

J. Vergne, Stigmatized categories and public disapproval of organizations: A mixed-methods study of the global arms industry, vol.55, pp.1027-1052, 1996.

R. K. Yin, Case Study Resaerch: Design and Methods, 1994.

V. A. Zelizer, Human values and the market: The case of life insurance and death in 19th-century America, American Journal of Sociology, pp.591-61, 1978.