Jules or Jim: Alternative conformity to minority logics

Rodolphe Durand () and Julien Jourdan ()
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Rodolphe Durand: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique

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Abstract: To what extent do organizations respond favorably to minority participation-that is, conform to demands from minority resource suppliers that hold an unconventional logic? A favorable response to minority participation (i.e., "alternative conformity") helps decrease the influence of dominant players, alter the resource suppliers' social structure, and promote new logics, which makes alternative conformity a "son control strategy" for organizations. We expect a positive relationship between minority participation and alternative conformity and expect that relationship to be attenuated by organizations' adherence to a dominant logic, the centrality of minority logic holders, and a minority logic's institutional credit. We test and find strong support for our hypotheses using original data on investment funds in the French film industry (1994-2008).

Keywords: conformity; resource dependence; institutional logics; minority logic; soft control strategy (search for similar items in EconPapers)
Date: 2012-12
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Citations: View citations in EconPapers (25)

Published in Academy of Management Journal, 2012, 55 (6), pp.1295-1315. ⟨10.5465/amj.2011-0345⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00772070

DOI: 10.5465/amj.2011-0345

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