Abstract
Drawing on the concept of institutional work, this study examines how strategic actors overcome institutional barriers to create new markets. The research setting is the creation of tablets, whereas the method used is a qualitative one. Three types of institutional work are emphasized: defining functions, shaping discourses, and drawing boundaries. The institutional work of defining functions involves technology efficiency, product highlights, and innovative design. The institutional work of shaping discourses consists of frame and metaphor, and story-telling. The institutional work of drawing boundaries includes roadmap and blueprint, and forecast and foresight.