Individual Responses to Competing Institutional Logics in Emerging Markets

Dana Minbaeva*, Maral Muratbekova-Touron, Dilek Zamantılı Nayır, Solon Moreira

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review


In this paper, we study individual responses to competing institutional market and community logics. We argue that when individuals experience strong pressures both from market and community logics in hybrid contexts, they are unlikely to choose one logic over another. Instead, they combine both logics act as hybridizers. We identified three roles of local (Kazakhstani and Turkish) managers as hybridizers: bridging between competing logics, boundary spanning and cultural buffering.
Original languageEnglish
Article number101778
JournalInternational Business Review
Issue number4
Number of pages14
Publication statusPublished - Aug 2021

Bibliographical note

Published online 29. December 2020


  • Competing institutional logics
  • Emerging economies
  • Individual responses

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