Why do firms reinforce or challenge institutional orders ?

In this paper, we argue that firms perform an instrumental role in epitomizing and reshuffling the theories of actions available in their field through their strategic choices. We investigate what are the antecedents of two broad categories of strategic choices: choices that reinforce the existing institutional order (order-reinforcing changes or ORC) and choices that weaken it (order weakening changes or OWC). Research studies on organizational choices in presence of conflicting theories of action share a number of characteristics. First, they assume a stability in the prevailing institutional order. Logics and codes are given, and organizations base their acts on idiosyncratic advantages (e.g. status) and assessment of the costs and benefits induced by conforming vs. infringing the code (Phillips and