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Jules or Jim: Alternative conformity to minority logics

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).
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https://hal-hec.archives-ouvertes.fr/hal-00772070
Contributor : Antoine Haldemann <>
Submitted on : Wednesday, January 9, 2013 - 8:00:18 PM
Last modification on : Thursday, January 11, 2018 - 6:19:32 AM

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Rodolphe Durand, Julien Jourdan. Jules or Jim: Alternative conformity to minority logics. Academy of Management Journal, Academy of Management, 2012, 55 (6), pp.1295-1315. ⟨10.5465/amj.2011-0345⟩. ⟨hal-00772070⟩

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