Heterarchies and practices in Evaluation

The diffusion process for Japanese Saké in French market

Abstract

This study illustrates the value evaluation process of Saké in the French market developing through a review of a survey of Lamont (2012) that attempted to capture value evaluation research from various perspectives. Lamont has derived three evaluation processes: “Categorization and Legitimation”, “Identifying and Producing of Heterarchies”, and “Evaluative practices”. Based on these, we portrayed how Japanese Saké has been evaluated in French market, where a wine value evaluation system has been already established. As a result, it was confirmed that heterarchies that are structured around the spread of Japanese Saké lead to new practices, thereby establishing relationships that share value in other institutional areas under the situation where there is no consistent value evaluation system in the overseas market. In other words, it was confirmed that the evaluation practices legitimate other institutional contexts accompanied the process of expanding and changing the organizational fields.