Dropping a loaded gun: using topical transformation to explain how Smith & Wesson failed to influence the influential

Smith & Wesson negotiated a settlement that signified changes in its gun marketing and manufacturing practices. An opportunity to lead the industry in public safety resulted in a public relations blunder. “Topical transformation”, a concept that applies structuration theory to explain the importance of signification, is used to illustrate that S&W failed to show its actions as significant for its stakeholders, resulting in isolation from its peers, consumers and supporters.