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EMAC 2023 Annual

How Can Declined Markets Be Revived ?

Published: May 24, 2023


Lilia Fessi, ISC Paris; Karim Ben Slimane, ISC Paris Business School; Hamida Skandrani, Université de la Manouba


This article aims to explore the institutional work performed by market actors to revive markets. We have conducted a qualitative research using a single case study of the traditional clothing market in Tunisia. We have developed a model that explains and links the different types of institutional work that describe the market revival. We have shown that the triggering of the market revival represents the first step in the process of market revival. It promotes the reconstruction of the aesthetic logic of the market and the construction of a digital infrastructure.