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Institutional complexity and logic engagement: An investigation of Ontario fine wine

We contribute to research on institutional complexity by acknowledging that institutional logics are not reified cognitive structures, but rather are open to interpretation. In doing so, we highlight the need to understand how actors engage with institutional logics and the creativity that such engagement implies. Using an inductive case study of the Ontario wine industry, we rely on the notion of scripts to explicate how actors engage with the aesthetic and the market logics that are entrenched in their field. Our findings reveal two scripts that are used to adhere to the aesthetic logic (farmer and artist) and one that is used to adhere to the market logic (business professional). We find that not only can actors enact two different scripts to adhere to an institutional logic, but also that flexible script enactment takes place within interactions with specific audiences. Thus, we found no unique match between particular logics and specific audiences, but rather that the aesthetic and the market logics, and their underlying scripts, are relevant in the interactions with each of the audience groups, albeit to varying degrees. These findings have important implications for research on institutional complexity.