Entrepreneurship in Regulated Markets:Framing Contests to Introduce Pay TV in the US

Existing literature suggests that entrepreneurship is challenging in regulated markets. In an archival study of the introduction of Pay TV in the US, we identify a process of entrepreneurial action based on sequential collective action and a dynamic view of framing to influence various market and institutional actors in the environment. Within this process, we find that regulatory voids following technological change can offer a context for entrepreneurs to establish their products and services. We lay out the implications of this framework for understanding how entrepreneurs can influence a multiplicity of actors to gain legitimacy in a regulated market.