Conceptualizing firms’ responses to inclusionary forces in the marketplace
本文构建了一个整合概念模型，解释企业如何应对历史上排他性市场中出现的包容性力量，基于制度理论和意义建构理论，识别出四种典型反应模式：隔离、隐性包容、合规包容和变革性包容。
This paper develops an integrative conceptual model of firm responses to the emergence of inclusionary forces in markets that have historically evolved as exclusionary. Drawing on institutional and sensemaking theories, we illustrate how marketing practices reproduce exclusionary norms that become institutionalized as markets mature, and how demographic, moral, regulatory, and competitive forces disrupt these logics to create opportunities for inclusion. We conceptualize firms’ sensemaking of turbulence along two dimensions: external appraisals of inclusion as consensual versus controversial and internal appraisals of adaptation as seamless versus burdensome, yielding four patterned responses: segregation, stealth inclusion, compliant inclusion, and transformative inclusion. Our model contributes to inclusive marketing scholarship by: integrating fragmented research into a unified framework that explains why and how firms adopt divergent responses to inclusionary pressures; expanding theorization of inclusion and exclusion as dynamic and mutually constitutive processes; and linking micro-level marketing practices to macro-level institutional dynamics of exclusion and inclusion.