Spreading the Word: The Microfoundations of Institutional Persuasion and Conversion
Organization Science, Volume 27, Issue 4, 2016, Pages 989-1009.
I examine the microlevel processes involved when members of an organization seek to persuade others to internalize a new institutional logic. To do so I conduct a qualitative study of the Alpha course, an evangelizing movement designed to convert agnostics to a particular—and contested—interpretation of Christianity. My analysis suggests ...More
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