Mimetic Quality: Consumer Quality Conventions and Strategic Mimicry in Food Distribution

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Published Dec 9, 2020
Filippo Barbera Joselle Dagnes Roberto Di Monaco

Abstract

Quality is a key dimension of markets and competition in advanced capitalist societies. While political economy recognizes the role quality plays for consumers’ purchasing strategies, it is less attentive to quality as a contested field where symbolic struggles and strategic manoeuvring take place. We argue that the quality-based strategies of hybrid organizations in food distribution represent a combination of different worlds of quality and judgment devices. This combination defines a camouflage strategy through which conventional food distribution chains such as high-end supermarkets conquer specific zones of the quality space. We thus maintain that the quality strategies of these organizations are explicitly boundary-spanning. To be successful, hybrid organizations need to cover both new and traditional quality conventions, overcoming divisions among different worlds while maintaining a coherent profile. This effort requires a strategy that is able to leverage situation-specific cultural meanings quite independently from individual-level attributes.

How to Cite

[1]
Barbera, F., Dagnes, J. and Monaco, R.D. 2020. Mimetic Quality: Consumer Quality Conventions and Strategic Mimicry in Food Distribution. The International Journal of Sociology of Agriculture and Food. 24, 2 (Dec. 2020), 253–273. DOI:https://doi.org/10.48416/ijsaf.v24i2.107.
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