“…Therefore, we argue that the prevalence of one institutional logic over another may take place at the organisational and individual levels because of organisational field pressures and government funding opportunities, not because of other conflicts within the organisation. This finding contributes to previous PMS literature on institutional logics and SEs complexity (Ferry and Eckersley, 2020;Mättö et al, 2020;Knardal, 2020;Nielsen et al, 2019;Kaufman and Covaleski, 2019;McMullin and Skelcher, 2018;Busco et al, 2017;Carlsson-Wall et al, 2016). For example, although Mauris' board chairman suggested 50% criteria for urban and rural revenue, the need for financial survival was so acute at the start of the safe water project that the firm's leadership could not have halted the urban water business even if it exceeded 50% of the firm's total sales revenue.…”