Chapter 5: Fighting “Factory Fiction”: The Evolution of a Marginalized Institutional Logic in UK Trade Book Publishing

This study gives insights into how marginalized logics evolve after having been replaced by a new dominant logic. In light of the case of UK trade book publishing where an editorial logic persisted and morphed after the increasing commercialization of the field – epitomized by the proliferation of so-called “factory fiction” – the authors identify three generative paths of marginalized logic evolution: preservation, purification and radicalization. The authors show how these paths hinge on the activities of three groups of actors who resist conforming to a dominant logic. The findings of this study advance scholars’ understanding of the historical evolution of institutional logics, but also remind them that the acts of resistance are typically embedded in macro-level dynamics related to broader institutional processes. In particular, this study sheds light on the different ways in which acts of resistance may be structured by actors’ experience of friction between competing institutional logics.