Abstract
ABSTRACT The organizational literature privileges objective performance indicators often selected by researchers. There is scarce research focusing on legitimacy-challenged hybrid and microorganizations and on perceived success under exigent conditions. To address this scarcity, this study, conducted among complementary and alternative medicine (CAM) microorganizations, explores success as a subjective measure originating from managers’ perceptions. For the purpose, it integrates cognitive mapping and multiple criteria decision analysis (MCDA)—a methodological contribution to construct a subjective-success framework that can be helpful for contested hybrid microorganizations. Seven factors emerged, of which human capital is recognized as critical, while external factors are considered unimportant.
Highlights
The liability of smallness is a well-known phenomenon (Bruderl and Schussler 1990)
By combining cognitive mapping and Multiple Criteria Decision Analysis (MCDA), the current study aims to address the complexity of complementary and alternative medicine (CAM) organisational hybridity and micro size together with adverse environmental conditions in revealing managers’ concept of success
This study addresses the gap of research on success of hybrid micro-organisations in contested market categories
Summary
The liability of smallness is a well-known phenomenon (Bruderl and Schussler 1990). Inserting “micro” and “hybrid” prefixes to organisations adds an extra layer of precariousness. Small organisations from contested market categories are stuck in a micro framework, which turns into a constant struggle for survival (Galvin, Ventresca, and Hudson 2004; Ruffo et al 2018). Hybrid micro-organisations are confined by lack of both resources and legitimacy. They have several goals and merge diverse institutional logics leading to legitimacy ambivalence (Battilana and Lee 2014; Doherty, Haugh, and Lyon 2014). Hybrid micro-organisations comprise the most disadvantaged and contested group across the spectrum of organisations. As such, they have been overlooked by researchers, too
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