Starting Small: How Icewine Diffused in the Mature Canadian Wine Field

Abstract

AbstractHow do small players' product innovations initially diffuse within a mature organizational field? This paper studies endogenous and exogenous factors that facilitate the spread of a product innovation—icewine—introduced by small players within the Canadian wine field. Using data from 1985 to 2000, I find support for my hypotheses that environmental jolts, theorization of small players' innovations by small players within the media, and innovation recognition by authorities in other more prestigious fields increased the extent to which icewine has been diffused within the field. Specifically, my study sheds light on how small players can initiate change within mature fields with the support of other institutional players.