How Can Declined Markets Be Revived ?
(A2023-114118)

AUTHORS

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

ABSTRACT

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.