What is Brewing beyond Conflicting Logics? The dynamics of organizational responses to complexity

How do organizations experience and respond to institutional complexity? Organizations are often confronted with multiple demands imposed by their environment and whilst they face the same pressures, their responses differ. This case study explores how organizational actors within a global brewery group headquarter and a local subunit experience and respond to the same institutional complexity in two distinct ways, one through compartmentalization, the other through institutional ‘bricolage’. The paper contributes to the literature on institutional logics by exploring how and why different logics are prioritized. It shows that organizational responses may depend on the dominant modes of logic interaction in the institutional field, attempts at praxis and assumed synergy creation. Furthermore in the process of bricolage, organizational identity is proposed to be an important driver to further collaboration between actors embedded within different institutional logics.