Marketization—the entry of the market logic into a field originally insulated from it—is a transformative force that has reshaped many fields, including education, healthcare, the arts, and religion. Marketization brings a unique set of challenges for established organizations: it opens a field to market-style mechanisms of consumer choice and competition, which undermines the legitimacy of established organizations, and it creates contradictory demands for organizational actions. How can established organizations adapt to marketization? To answer this question, we study the adaptation of five established religious schools to the marketization of education in Brazil. We develop the novel hybridization strategy of nested coupling and explain that established organizations respond to marketization by balancing competing demands for differentiation and conformity. We show how religious schools nest the market logic within the religious logic by reconfiguring their resources to conform to market demands while differentiating themselves through their religious orientation. Nested coupling provides a novel strategic approach for established organizations in marketized or marketizing fields, such as hospitals, museums, and schools, to capitalize on a logic that pre-exists marketization and to create a unique competitive positioning in the market.

市场化（市场逻辑进入最初与其隔离的领域）是一种变革力量，已经重塑了许多领域，包括教育，医疗保健，艺术和宗教。市场化给成熟的组织带来了一系列独特的挑战：它为消费者选择和竞争的市场式机制开辟了一个领域，这破坏了成熟组织的合法性，并为组织行动提出了相互矛盾的要求。成熟的组织如何适应市场化？为了回答这个问题，我们研究了五所建立的宗教学校适应巴西教育市场化的情况。我们开发了嵌套耦合的新型杂交策略，并解释了成熟的组织通过平衡对差异化和一致性的竞争需求来响应市场化。我们展示了宗教学校如何通过重新配置其资源以使其符合市场需求，同时通过其宗教取向与众不同来将市场逻辑嵌套在宗教逻辑中。嵌套耦合为市场化或市场化领域（如医院，博物馆和学校）中的已建立组织提供了一种新颖的战略方法，以利用预先存在的市场化逻辑并在市场中建立独特的竞争地位。我们展示了宗教学校如何通过重新配置其资源以使其符合市场需求，同时通过其宗教取向与众不同来将市场逻辑嵌套在宗教逻辑中。嵌套耦合为市场化或市场化领域（如医院，博物馆和学校）中的已建立组织提供了一种新颖的战略方法，以利用预先存在的市场化逻辑并在市场中建立独特的竞争地位。我们展示了宗教学校如何通过重新配置其资源以使其符合市场需求，同时通过其宗教取向与众不同来将市场逻辑嵌套在宗教逻辑中。嵌套耦合为市场化或市场化领域（如医院，博物馆和学校）中的已建立组织提供了一种新颖的战略方法，以利用预先存在的市场化逻辑并在市场中建立独特的竞争地位。