Following the literature on entrepreneurial framing and identity change, we examined how Chinese shan-zhai phone entrepreneurs have drawn on their cultural resources to reframe their businesses to claim new identities and gain legitimacy over time. Through qualitative procedures, we found that a...

Argues that the widespread weakness of marketing implementation stems from the marketing discipline′s neglect of ideology in the organizational change process. By contrast with accountancy, marketing has failed to appreciate and develop its own “professional ideology”. Two short case...

Examines how R&D can learn to market itself. Draws on four intensive case studies of in‐house and independent laboratories to argue that developing this capability requires pervasive organizational change, which goes beyond the introduction of marketing specialists and the creation of...