Perceived success of hybrid microorganizations in a contested category

Marta Bicho, Ralitza Nikolaeva, Fernando Ferreira, Carmen Lages

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    The organizational literature privileges objective performance indicators often selected by researchers. There is scarce research focusing on legitimacy-challenged hybrid and microorganizations and on perceived success under exigent conditions. To address this scarcity, this study, conducted among complementary and alternative medicine (CAM) microorganizations, explores success as a subjective measure originating from managers’ perceptions. For the purpose, it integrates cognitive mapping and multiple criteria decision analysis (MCDA) — a methodological contribution to construct a subjective-success framework that can be helpful for contested hybrid microorganizations. Seven factors emerged, of which human capital is recognized as critical, while external factors are considered unimportant.
    Original languageEnglish
    Pages (from-to)859-891
    Number of pages33
    JournalJournal of Small Business Management
    Issue number4
    Early online date12 Jun 2020
    Publication statusPublished - 2022


    • Microorganizations
    • Subjective perceived success
    • Hybrid organizations
    • Complementary and alternative medicine (CAM)
    • Cognitive mapping
    • Multiple Criteria Decision Analysis (MCDA)


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