INSTITUTIONAL ENTREPRENEURSHIP IN THE CERTIFICATION PROCESS OF BOA ESPERANÇA AS A FAIR-TRADE TOWN

Abstract

This paper aims to analyze institutional entrepreneurship as a driving force for the consolidation of an emergent field. Therefore, it analyzes the role of institutional entrepreneurs for the certification of the city of Boa Esperança, Brazil, as a Fair-Trade Town, based upon the proposition that the creation and transformation of institutions are partly explained by the activities of actors whose resources and positions allow them to articulate and reinforce innovations. The study was done under a qualitative approach, following an exploratory-descriptive case study design. Therefore, the agencies of eight actors that performed key roles in the certification process were studied, along with documental analysis and in locus observations. Results revealed that these actors were invested with legitimacy among stakeholders, were able to articulate their support and shared locally legitimated values. Nevertheless, because there was no need for further negotiation, such theoretical  proposition could not be analyzed. Because the case is recent, it
was also impossible to assess whether the field’s complete stabilization was achieved or not. However, it can be inferred that they had not only a technical role in the certification process, but they were crucial in the building of a symbolic universe that will allow the institutionalization of such structure and its transmission for future generations. This paper  contributes by examining theoretical propositions by means of a thorough analysis of facts. It also indicates trends for public, social and private organizations, which must be aware of the behaviors and actions of key actors, in order to legitimate and institutionalize politics and programs.