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This study proposes an analysis of the form with which institutional entrepreneurs use institutional logics to perform institutional change. We investigate the institutional logics that influenced an insertion of the Brazilian cuisine in the high gastronomy of São Paulo. We analyzed data through interviews with process participants, and subsequently, with reviews of Brazilian restaurants published between 1988 and 2017. The data were treated by content analysis and results show that institutional entrepreneurs hybridized institutional logics in order to implement changes. In addition, Brazilian cuisine was legitimized as high gastronomy by combining the use of Brazilian exotic ingredients with consecrated foreign techniques. Despite of the national elements, the process required the work of foreign legitimating actors in order for the changes to be legitimized.
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