Jules or Jim: Alternative conformity to minority logics - HEC Paris - École des hautes études commerciales de Paris Access content directly
Journal Articles Academy of Management Journal Year : 2012

Jules or Jim: Alternative conformity to minority logics

Julien Jourdan
  • Function : Author
  • PersonId : 935122


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).
No file

Dates and versions

hal-00772070 , version 1 (09-01-2013)



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


82 View
0 Download



Gmail Facebook X LinkedIn More