Cru, Glue, and Status: How Wine Labels Helped Ennoble Bordeaux

We analyze how institutional persistence unfolds. Building on an historical analysis of 3,307 bottle labels in the Bordeaux wine community, France, between 1924 and 2005, we find that the persistence of a chateau tradition requires considerable effort at maintenance. Instead of greater compression and taken-for-grantedness, we propose that expansion along multimodal carriers provides a marker of a deepening institutionalization. We underscore the role of community organizations in enabling a wine tradition to persist. The implications of our findings for institutional theory and multimodality research are discussed.


Grégoire Croidieu, Birthe Soppe, and Walter W. Powell. 2017. Cru, Glue, and Status: How Wine Labels Helped Ennoble Bordeaux, in Markus Höllerer, Thibault Daudigeos, and Dennis Jancsary (Eds), Research in the Sociology of Organizations (Volume 54B: Multimodality, Meaning, and Institutions: 37-69), Emerald:

2017-12-14T17:30:06+00:00 By |

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