Individual responses to competing institutional logics in emerging markets

•We theorize about individual responses in the context of high hybridity, and we unpack the role of these individuals as hybridizers.•Based on the insights from institutional theory, we distinguish between the pressures from market logic vs. and community logic.•We use qualitative and quantitative data collected through vignette-based experiments with managers in Kazakhstan and Turkey.•We find that when experiencing strong pressures both from market and community logics, managers are unlikely to choose one logic over another.•Instead, managers develop workable solutions that allow them to combine the two competing logics and act as hybridizers.