In this paper, we adopt a discourse analytic methodology to explore the role of institutional entrepreneurs in the process of institutional change that coincides with the adoption of a radically new technology. More specifically, we examine how Kodak managed to transform photography from a highly specialized activity to one that became an integral part of everyday life. Based on this case, we develop an initial typology of the strategies available to institutional entrepreneurs who wish to affect the processes of social construction that lead to change in institutional fields. The use of discourse analysis in analysing institutional change provides new insights into the processes through which institutional fields evolve as well as into how institutional entrepreneurs are able to act strategically to embody their interests in the resulting institutions.
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