The primary purpose of this research is to examine the extent to which positioning hybrid ventures as more or less congruent with their category influences perceptions of their legitimacy. To do so, we first introduce and define the notion of a as an institutional context which combines two or more dominant institutional logics that both constrain and enable organizational action. We then construct a theoretical framework instantiated within a hybrid category, suggesting that moderate incongruence between a new venture's identity narrative and the expectations most strongly associated with the category will positively influence perceived legitimacy. We further predict specific relationships among dimensions of perceived legitimacy, as well as their downstream effects on an individual's willingness to contribute resources. Across three studies in which we experimentally manipulate congruence with a hybrid category, we find a consistent pattern of support for our hypotheses and reveal a unique benefit for new hybrid ventures who position themselves in a manner that is moderately incongruent with the hybrid category. In addition, our results suggest that moral legitimacy perceptions act as a precursor to cognitive legitimacy perceptions in new hybrid categories.

中文翻译：

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合法的不一致：混合类别中的战略定位


本研究的主要目的是考察将混合型企业定位为与其类别或多或少一致会在多大程度上影响对其合法性的看法。为此，我们首先引入a的概念并将其定义为一种制度环境，它结合了两个或多个既约束又促进组织行动的主导制度逻辑。然后，我们构建了一个在混合类别中实例化的理论框架，表明新企业的身份叙述与与该类别最密切相关的期望之间的适度不一致将对感知合法性产生积极影响。我们进一步预测感知合法性维度之间的具体关系，以及它们对个人贡献资源意愿的下游影响。在我们实验性地操纵与混合类别的一致性的三项研究中，我们发现了支持我们假设的一致模式，并揭示了新的混合企业的独特优势，这些企业以与混合类别适度不一致的方式定位自己。此外，我们的结果表明，道德合法性感知是新混合类别中认知合法性感知的先导。