Balancing on a tightrope: Coping with concurrent institutional logics in project business

Many firms simultaneously offer tailored projects and standardized equipment, creating a need to balance between two concurrent—and, at times, conflicting—sales logics. While it is known that larger firms may utilize several strategies to cope with sales logics’ conflicting demands, prior research has not adequately addressed how smaller firms address this challenge. Building upon earlier research on managing complexity caused by competing...