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Bicho, M., Nikolaeva, R. & Lages, C. (2023). Complementary and alternative medicine legitimation efforts in a hostile environment: The case of Portugal. Sociology of Health and Illness. 45 (4), 890-913

M. L. Bicho et al.,  "Complementary and alternative medicine legitimation efforts in a hostile environment: The case of Portugal", in Sociology of Health and Illness, vol. 45, no. 4, pp. 890-913, 2023

@article{bicho2023_1731964859887,
	author = "Bicho, M. and Nikolaeva, R. and Lages, C.",
	title = "Complementary and alternative medicine legitimation efforts in a hostile environment: The case of Portugal",
	journal = "Sociology of Health and Illness",
	year = "2023",
	volume = "45",
	number = "4",
	doi = "10.1111/1467-9566.13625",
	pages = "890-913",
	url = "https://onlinelibrary.wiley.com/doi/10.1111/1467-9566.13625"
}

TY  - JOUR
TI  - Complementary and alternative medicine legitimation efforts in a hostile environment: The case of Portugal
T2  - Sociology of Health and Illness
VL  - 45
IS  - 4
AU  - Bicho, M.
AU  - Nikolaeva, R.
AU  - Lages, C.
PY  - 2023
SP  - 890-913
SN  - 0141-9889
DO  - 10.1111/1467-9566.13625
UR  - https://onlinelibrary.wiley.com/doi/10.1111/1467-9566.13625
AB  - This  article  explores  complementary  and  alternative  medicine (CAM) organisations’ legitimation efforts that face extra obstacles as they are subject to more than one institutional logics (hybrids) and operate in a contested organisational    space    (hostile    environment).    CAM    organisations espouse the health and market logics and their  practices  are  questioned  at  an  institutional  level.  The  study  is  conducted  in  Portugal,  where  the  legali-sation  of  CAM  therapies  was  a  contested  process  over  10 years. Taking an abductive approach and drawing on qualitative interviews, the authors analyse CAM manag-ers’ efforts to legitimise their practices and build viable organisations  despite  hostile  conditions.  Contrary  to  prior  studies  of  hybrid  healthcare  organisations,  CAM  organisations  derive  moral  legitimacy  from  the  market  logic  rather  than  the  health  logic.  The  findings  show  that  relationships,  trust-building  and  consumer  educa-tion  appear  to  be  the  primary  vehicles  for  establishing  pragmatic legitimacy. Thus, pragmatic legitimacy relies on  the  health  logic.  The  market  logic  dominates  the  pursuit  of  moral  legitimacy  through  financial  sustain-ability, human capital, marketing communications and partnerships,   and   advocating   complementarity   with   biomedicine. We propose a model through which organ-isations  use  pragmatic  legitimacy  to  enhance  moral  legitimacy  and  to  create  recursive  feedback  between  moral and pragmatic legitimacy on the path to cognitive legitimacy. 
ER  -