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Jules or Jim: Alternative conformity to minority logics

Author

Listed:
  • 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)

  • Julien Jourdan

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).

Suggested Citation

  • Rodolphe Durand & Julien Jourdan, 2012. "Jules or Jim: Alternative conformity to minority logics," Post-Print hal-00772070, HAL.
    • Handle: RePEc:hal:journl:hal-00772070
    DOI: 10.5465/amj.2011-0345
    as

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