This work project explores hybridity as a dynamic process of evolution. Whilst past research has focused on hybridity as a characteristic determined upon foundation, it left under explored the case of incumbent traditional organizations gradually incorporating a hybrid logic. Drawing on the analysis of 57 reportsfrom15 commercial banks, from 2017 to2019,thiswork project applies a thematic trajectory analysis to assess the growing degrees of hybridity visible in the intensification of the social logic, and its convergence with the economic logic in terms of relative importance. The study concludes that hybrid evolution is detectable across different dimensions, thus, advancing scholarship to better reflect the reality of organizations going through a process of ideological transformation
