How do new professional service firms strategically position themselves in fields where developing a favourable external reputation is critical to performance? Are certain positioning strategies more effective than others? This study reveals that most professional service firm start-ups attempt...

This study examines change initiated from the center of mature organizational fields. As such, it addresses the paradox of embedded agency — that is, the paradox of how actors enact changes to the context by which they, as actors, are shaped. The change examined is the introduction of a new...