Counter-Institutional Identities and Product Innovation: “Core-Satellite” as a Response to Competing Logics Shaping Artisan Businesses

The recent increase in the number of business studies lends us a better understanding multi-faceted behaviors artisans whose product innovation is made to strategically respond different logics. purpose this study develop an analytical framework for artisan based on interplay between institutional logics, counter-institutional identities, and innovation. We argue that craft results from comparative power oppositional identity (artisan identity) relational (entrepreneurial when coping with multiple A qualitative methodology incorporates in-depth interviews field observations applied offer insights into among Vietnamese businesses. Our research discovers new strategy, “Core-Satellite,” tactic reconciling competing When strong either or moderate at same time, owners will create “core” provides foundation innovated products (satellite).