Abstract
Summary The concept of institutional logics has taken on a central role in institutional theory highlighting the importance of the social context in shaping the behavior of social actors. However, such studies have so far not given much attention to how logics are translated and enacted in practice. They also tend to overlook the role of materiality and objects. In the study reported on here, we focus on what happens when established grocery stores start to sell non-prescription pharmaceuticals. Drawing on a performative perspective on institutional logics we show how the process of translating logics into another practice is dependent on and conditioned by material arrangements and objects and the performance of multiple logics in practice created a patchwork of established and new procedures and objects. We conclude that it is only when the logics are “enacted” that they become part of practice. This means that logics do not exist per se, but must be performed into being.
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