Staying True to Ourselves: Organizational purity at the crossroads of institutional logics and identity work

We build a comprehensive and coherent understanding of organizational purity as an organization's steadfast adherence to a single institutional logic. This logic becomes the core tenet of its identity, an end in itself rather than a means toward survival. Instead of responding to institutional pressures, pure organizations may self-categorize vis-& agrave;-vis a potentially threatening 'other' through their own identity work. They mark and pursue their distinction from others, structure themselves to preserve their purity, and favor strategies that express the logic they embody. In so doing they may fail more often than organizations that are more responsive to institutional pressures. When pure organizations enter new institutional fields they can act as change agents, but where their logic dominates, they may block change. Different audiences, in turn, affect the success and survival of pure organizations by conferring authenticity, legitimacy or contempt, depending on their alignment with the pure organization's logic. Further examining purity will enable organizational theorists to better account for non-rational action and extend work on institutional logics.