The lecture strives to link research on competitive advantage and on the conditions that make firms legitimate. It focuses on the reasons why (institutional) logics set the stage for certain offerings to be more valued than others and on why firms can eschew/evade conformity pressures in their quest for distinctiveness. The lecture then expands the reasoning to a variety of organizations (beyond firms) and proposes to explain why dis-organization appears ubiquitous –challenging decision-makers as well as employees or citizens to be accountable for their actions.