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This paper develops the argument that institutional mechanisms support changes in organizational strategies in ways that contrast with the standard interpretation of institutional “iron cages” that pressure organizations to conform. We specify three institutional process mechanisms that support organizational change” dominant logic-consistent activity, external charters, and peer emulation” and we test these claims with longitudinal data on the emerging strategies in early U.S. intercollegiate athletics. We argue that the supporting institutional mechanisms affect the incorporation patterns of intercollegiate programs in basketball, ice hockey, and lacrosse over the period from the late nineteenth century to the present. The research strategy of examining the spread of three different sports programs, each a proxy for different strategies of resources and visibility, provides evidence on the comparative pattern of effects of the …