Abstract
The purpose of this study is to examine the failure of network orchestration blocked by peripheral actors, including governments. The paper sheds light upon the anti-diesel car campaign led by the Tokyo Metropolitan Government (TMG) in Japan around the year 2000. The campaign had a severe impact on the negative perception of diesel cars in Japan. Most importantly, due to the campaign, the network orchestration concerning diesel cars faced extreme difficulty. For the analysis, the paper employs persuasion strategies (different types of theorization) offered from the institutional perspective. The novel evidence of this study suggests the necessity to reconsider the existing treatment of boundary concerning the whole picture of network orchestration.
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