Toward a Discursive Approach to the Hybridization of Practice: Insights from the Case of Servitization in France

Hybrid practices incorporate conflicting institutional logics and are recognized for their capacity to cope with societal problems. Previous literature has concentrated on the hybridization mechanisms inherent in organizations. This focus an entity diverted attention away from equivalent that operate wider social systems – specifically, organizational fields. In this article, I show how discourses can enable such mechanisms. To end, descending hierarchical classifications were performed media outlets study discourse emergence of servitization France. The results reveal two original enabled by supporting practice under study: (1) renaming (2) pivotal role played logic environmental protection. Based these results, propose a model detailing interact bring about hybrid practice. offers insights develop knowledge organizing promote realign business goals those associated welfare preservation natural environment.