7.5 Becoming an institutional entrepreneur
While acting in ways that are seen to be legitimate is important for both individuals and organisations, social institutions are not immutable. Some people and organisations seem to have a talent for changing the rules of the game.
Some writers have referred to this as being an institutional entrepreneur. At the organisational level examples might include organisations such as Microsoft or Sun Microsystems working actively to establish industry standards which favour them. At the individual level, managers who actively engage in building networks and alliances and influencing others are sometimes able to change perceptions of what is legitimate.