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This article examines the institutional entrepreneurship displayed by the US tobacco industry in its attempt to overcome the moral illegitimacy of smoking among women in the years following World War I. Using historical analysis within a critical institutional framework, we trace the strategies used by the tobacco industry in combating seemingly powerful taboos and convincing large sections of the female population to take up smoking. Contrary to popular explanations linking the appeal of cigarettes to the aura of sexual glamour that was associated with them, we posit that the industry was able to initially expand its female consumer base by creatively appropriating the discourse of ‘the new American woman’ that was emerging in elite circles at that time. We found that many tobacco manufacturers were institutionally entrepreneurial in their ability to discursively connect selected ideals of emancipation with a spectrum of female identities in American society. We conclude by drawing implications for an understanding of the management of moral illegitimacy.
