Challenging conventions: Roles and processes during non-isomorphic institutional change Rick Delbridge and Tim Edwards ABSTRACT In this article we theorize the early moments of non-isomorphic institutional change. In avoiding the ‘hero imagery’ of the individual institutional entrepreneur we emphasize the role of different actors and broader historical processes in explaining the substantive changes and developments in the superyacht industry between the late 1960s and early 1980s. Particular attention is given to explain- ing the significance of entrepreneurialism, opposition, opportunity creation and change consumption during the early moments of de- and pre-institutionalization. Broader processes of consumption, authentication, regulation and technological development are also key. In summary, the article demonstrates the value of a relational approach for understanding institutionalization. KEYWORDS agency  institutional theory  non-isomorphic change  relational approach  Relational Sociology  roles and conventions Introduction While institutionalism has been advocated as a powerful approach to explain individual and organizational action (Tolbert & Zucker, 1996), institutional theories have routinely been criticized for exaggerating the persistence and homogeneity of institutional and social reproduction (Dacin et al., 2002). 299 Human Relations DOI: 10.1177/0018726708088996 Volume 61(3): 299–325 Copyright © 2008 The Tavistock Institute ® SAGE Publications Los Angeles, London, New Delhi, Singapore http://hum.sagepub.com