Not Your Average Cup O'joe
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NOT YOUR AVERAGE CUP O’JOE: A Cultural Perspective on the Construction of Entrepreneurial Possibilities in the U.S. Specialty Coffee Segment, 1975-2016 Andrea Tunarosa Management & Organization Department Carroll School of Management Boston College [email protected] A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Organization Studies June 24, 2019 Dissertation Committee Mary Ann Glynn, Chair Mary Tripsas Michael Lounsbury Copyright © 2019 Andrea Tunarosa ii ACKNOWLEDGEMENTS I would like to thank all those who made this dissertation possible. First, I would like to express my deepest gratitude to my advisor, Mary Ann Glynn, whose intellect and kindness accompanied me throughout my time at Boston College. As an advisor, Mary Ann inspired my interest in culture as a lens through which to understand complex organizational and field-level dynamics. As a mentor, she was a stellar role model for a life in academia. As a friend, she always offered a helping hand, a listening ear, and a loving heart. For all this and more, my gratitude is truly endless. In addition, this dissertation would have remained a dream had it not been for my committee members, Mary Tripsas and Michael Lounsbury, who were not only central in helping me define the direction of my work, but also a continuous source of inspiration. Mary’s ongoing curiosity helped me to think about many aspects of my focal phenomenon in a different light. More importantly, her energy and passion taught me a lot about how lucky we are to do what we do. Mike’s scholarly work and his interest throughout the process were foundational to this dissertation. More importantly, his ability to engage closely and thoughtfully with big ideas always motivated me to keep improving myself. Thank you both for your genuine interest, spot- on advice, and undivided support. It was an honor to have the opportunity to learn from you. I would also like to thank my friends—Camille Pradies, Stephanie Creary, and Boram Do—whose unconditional friendship always came when I needed it most. Despite the geographic distance, Camille’s encouragement, joyful energy, and sharp insights were always just a phone call away. Stephanie’s willingness to help out—no matter what the situation called for—was also a constant throughout the entire PhD program. And Boram’s relentless optimism iii was always inspiring to have around. Calling them my friends is one of the treasures I found at BC. I am also grateful for the community of faculty members and students with whom I shared my time at Boston College. Each one of you showed me a unique version of how to pursue your passion as an academic. Thank you! To my parents, Víctor and María Elena; my siblings, Georgina and Manuel; and my parents in-law, Carlos and Olga, I will be forever grateful for your love and support. Your contribution to this dissertation is far greater than you will ever know. To Carlos, Javier, and Santiago, ustedes son mi razón de ser. Thank you for always believing in me and for reminding me that happiness is to be found in the journey. This dissertation is dedicated to you. iv NOT YOUR AVERAGE CUP O’JOE: A Cultural Perspective on the Construction of Entrepreneurial Possibilities in the U.S. Specialty Coffee Segment, 1975-2016 ABSTRACT This dissertation examines the construction of entrepreneurial possibilities, i.e., opportunities for entrepreneurial action (Lounsbury & Glynn, 2019: 37) in an institutional field. In particular, I conceptualize the field as a relational space (Wooten & Hoffman, 2008) made up of multiple actors and their identities, and set out to unpack the relational and cultural dynamics that shape what actors imagine and construe as possible. I conduct an historical ethnography (Vaughan, 2004) situated in the context of the U.S. specialty coffee segment. Building from a wealth of data, including archival, interview, and observational data, I trace the actions of a particular group within the field—roasters—and ask how, when, and why different sets of roasters spearheaded the assembly of new entrepreneurial possibilities in the field. My findings situate the actual construction of an entrepreneurial possibility as resulting from a two-part process involving: (1) the revealing of relational and cultural holes through field-level events, and (2) the bridging of these symbolic holes by actors in distinct field-level positions (e.g., insiders, outsiders, and ‘outsiders within’). Relational spaces referred to the symbolic void existing between actors who did not relate with one another (e.g., between farmers and roasters). Cultural spaces, or holes (Lizardo, 2014; Pachucki & Breiger, 2010; Vilhena et al., 2014 West, Evans & Bergstrom, 2014) referred to gaps or absences of shared meanings, tastes, or interests that led to impoverished relations between actors. As such, the dissertation offers insights on the cultural embeddedness of assembling entrepreneurial possibilities (e.g., Weber, Heinze, & DeSoucey, 2008) and especially, on the collective nature of revealing and seizing spaces of v opportunity. Importantly, my work complements current research examining the link between identity and the flexibility of new ventures (Zuzul & Tripsas, 2019) by showing how, early on, when the field was dominated by one type of actor (e.g., commercial roasters), the spaces of opportunity that opened up revealed essential differences regarding the identity component of ‘who we are.’ As the field evolved, the ‘who we are’ varied less, but differences regarding ‘what we do’ became central to the assembly of new entrepreneurial possibilities. Overall, the dissertation extends the reach of cultural entrepreneurship (Gehman & Soublière, 2017; Lounsbury, Gehman, & Ann Glynn, 2019b; Lounsbury & Glynn, 2001) by casting it as a lens that can deepen our understanding of multiple facets of the entrepreneurial process, especially of its early stages where so much of what entrepreneurs do is riddled with uncertainty. Keywords: cultural entrepreneurship, entrepreneurial possibility, relational space, cultural hole vi TABLE OF CONTENTS Chapter I. INTRODUCTION ...................................................................................................... 1 Chapter II. THEORETICAL BACKGROUND ........................................................................ 7 2.1 Culture and the entrepreneurial process........................................................................... 7 2.2 Entrepreneurial possibilities: A cultural perspective..................................................... 11 2.3 Institutional fields .............................................................................................................. 17 2.4 Entrepreneurial identities and practices ......................................................................... 22 2.5 The cultural diamond: An organizing framework to study entrepreneurial possibilities ............................................................................................................................... 29 Chapter III. RESEARCH CONTEXT AND METHODS....................................................... 35 3.1 Research context ................................................................................................................ 35 3.2 Evolution of commercial coffee, post WWII - mid-1970s ............................................. 42 3.3 Data Sources ....................................................................................................................... 46 Archival .................................................................................................................................. 48 Semi-structured interviews ..................................................................................................... 50 Observations ........................................................................................................................... 52 Other sources .......................................................................................................................... 52 3.4 Data Analysis...................................................................................................................... 53 Chapter IV. CONSTRUCTING ENTREPRENEURIAL POSSIBILITIES IN THE U.S. SPECIALTY COFFEE SEGMENT (1975-2016) .................................................................... 57 Overview ................................................................................................................................... 57 4.1 Phase 1: Constructing coffee consumption as an erudite activity, mid-1970s – early 1990s .......................................................................................................................................... 60 Constructing an entrepreneurial possibility: coffee consumption as an erudite activity ........ 60 Revealing a relational space of opportunity ........................................................................... 61 Leveraging the position of marginal insiders within the field ............................................... 64 Roasters' entrepreneurial actions - filling a cultural hole around taste .................................. 67 Emergent definition of specialty coffee ................................................................................. 72 Impact of pursuing the entrepreneurial possibility on the field ............................................. 73 4.2 Phase 2: Constructing coffee consumption as a lifestyle experience,