ABSTRACT
This chapter explores how the coexistence of various logics at a macro-level leads to individual practices that take into account both logics. Practices, if considered as a set of shared action and know-how repertoires, are subject to changes related to environmental pressures. However, they are also the privileged place wherein to build a dynamic of individual competences. The chapter considers the influence of institutional logics on organizations and individuals. It argues that the multiplicity of the individual employees’ blended practices contributes to creating a global organizational response to institutional pressure at the organizational level of the firm. The chapter shows that front-line employees have transformed their competences through the evolution of their practices by articulating both the new market logic and the historical public logic in their responses to customers. Our empirical context relates to the case of front-line sales employees in a large railway company in France.
