Abstract
We draw on the concept of institutional work to explore how strategic actors change institutional logics. Concerned with the “how” question, we adopt an in-depth case study to examine ITRI, a Taiwan-based statutory agency, which has successfully promoted the new institutional logics of service innovation. We identify three types of institutional work. The first is identity work in which ITRI engaged in defining the problem, developing an agenda, and restructuring organization positions. The second is professional work in which ITRI networked with professional communities, promoted foresights, and cultivated blueprints. The third type of institutional work is discourse work in which ITRI developed motivating stories, tropes, and pedagogies to promote service innovation.