Hybridity as Fluid Identity in the Organization of Associations

  • Anna Fyrberg Yngfalk
  • Carl Yngfalk


This chapter addresses the issue of hybridity in non-profit organizations formally run as non-profit associations (NPA) and the case of Swedish Friskis & Svettis. It does so by examining and discussing how organizational legitimacy is managed under what is commonly referred to as “marketization”. In contradiction to previous research, we show how the hybrid position of the NPA in the market not only enacts a struggle upon the organization but also leads to a flexibility that is actively utilized in the management of organizational identity and legitimacy. In so doing, the chapter draws attention to two key organizational strategies that help to explain how Friskis & Svettis is able to utilize its hybridity in order to maintain legitimacy in the market: adaptation and activation, which creates a fluidness in which the organization is able to maintain and incorporate multiple organizational identities.


Marketing, Marketization, Non-profit, Organizational identity, Legitimacy 


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.Service Research CenterKarlstad UniversityKarlstadSweden
  2. 2.ScoreStockholm UniversityStockholmSweden

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