Faced with increasing real-time dislocation of institutionalized practices in empirical studies, it has become clear that neo-institutional theory is still ill-equipped to elucidate strategies of change in institutional fields. In this article, I endorse the claim that neo-institutional theory can both become more strategic and give a richer meaning to the strategy-formation process by integrating issues of ideology, power and agency in a political-cultural rhetoric of legitimation. Using the social movement metaphor to describe institutional change, I study incumbents and challengers as potentially antagonistic social movement organizations (SMOs) that strive to hegemonize entrepreneurship in fields. After having outlined a model linking institutional change to the strategy-formation process, I identify four archetypes of SMOs and strategic propensities, and illustrate the presented propositions about the incumbent SMOchallenger SMO dynamic using the case of emerging Internet challengers in the music industry.

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Purpose – The purpose of this paper is to investigate how executives can rapidly gain employee acceptance for strategic change through reciprocal sensegiving. The author draw on a processual case study of a transformational European merger to study this question, highlighting the properties of reciprocity in making sense of urgent strategic change, then developing them through the lens of a gift exchange. Design/methodology/approach – The author draws on several qualitative methods to study sensegiving and sensemaking processes in Alpha and Beta from 2011 to 2014: insider-outsider team meetings at the beginning, mid-way and at the end of the merger integration process, ethnographic field notes during a four-month research internship, one focus group meeting with Alpha and Beta managers after the announcement of the redistribution of managerial positions, interviews with a carefully selected sample of top and middle managers, participant observation in key sensegiving meetings with top managers and “custodians,” triangulation with secondary data from the database Factiva, and finally follow-up insider corroboration of the findings by the research intern who took up a management position at Alpha in 2014. Findings – Likening executive and employee sensegiving to a gift-giving and gift-returning exchange, the author elucidates how executives induce employees to quickly “give in” to strategic change imperatives. the author single out the key third party role of custodians of reciprocity in the mechanism, using the metaphor of the Trojan horse to illustrate its executive use and point to the underexplored darker side of prosocial sensegiving dynamics. Research limitations/implications – Further research should clarify the long-term advantages and disadvantages of the mechanism. The Trojan horse mechanism possibly sacrifices long-term reciprocity for short-term purposes. Following the example of executives in this case study, use of the Trojan horse mechanism should be followed by attention to socio-political balance concerns, including new procedures that clarify the link between value creation aims and employees’ collective contribution. Without such a cohesion-building exercise, employees’ feelings of procedural injustice may build up, resulting in negative reciprocity in subsequent change projects. Practical implications – The work indicates that a leader’s visionary credentials are not the main source of her norm-shaping power in a project of urgent strategic change. Visionary credentials are welcomed by the dominant group of employees as long as they are framed as a symbolic management exercise that will not substantially impact socio-political balance. Substantively, employees make sense of the justice of urgent strategic change primarily through the lens of custodians and their “power from the past.” Social implications – All in all, executives should use the Trojan horse mechanism sparingly, in contexts of urgent strategic change and institutionalized employee behavior. Working with sources and voices of resistance from lower levels of management is more likely to yield symbiotic integration benefits. Originality/value – Applied to the problem of rapid strategic change in a non-crisis context, the Trojan horse mechanism is a solution to the question: how can executives avoid lengthy socio-political confrontations and quickly induce employee ownership of painful strategic changes?

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