Using a sample of professional football teams adopting the West Coast Offense, I find that capabilities influence the decision process in favor of adopting for organizations with complementary and substitutive capabilities. The role of knowledge from the innovator is highlighted in adopting the innovation, but fails to moderate the relationship between adoption and firm performance. I also illustrate how adopting firms with complementary capabilities outperform those organizations with similar capabilities that elect not to adopt. Finally, I demonstrate that firms with neutralizing capabilities are better off not adopting the innovation based on comparative performance of adopters and non-adopters. The overall results suggest a greater emphasis on internal capabilities of the firm in innovation adoption and reconsideration of theories stating that innovations should be adopted throughout an industry.

This investigation is grounded in the world of personal coaching, an emerging profession organized largely by self-employment. Between 2007-2011, I immersed myself in the "field" of coaching, generating data via ethnographic methods--i.e. participant observation, in-depth interviews, informal interactions--and secondary archival sources.

Applying a critical interpretive lens to conceptualize identity not as a "thing" but as an ongoing social accomplishment, the analysis reveals three main insights. First, intense identity working was provoked by tensions and anxiety arising from conflicts, contradictions, and challenges, as informants tried to construct a positive identity as a self-employed professional, while simultaneously performing vital (and mostly unrecognized) identity work for the wider coaching profession. Second, since "doing" identity and material conditions are mutually constitutive, identity efforts can be categorized as having a profitable, proficient, or pragmatic orientation; I contend that this typology is applicable to other self-employed professionals. Third, as a socially negotiated process, identity working is one which recruits many participants--both within and outside of the coaching community. Furthermore, geographically-dispersed members actively regulate and control each other's identities to maintain professional standards, via new organizing forms, like social media.

This investigation contributes to knowledge about the nuances of identity working, and linkages between such micro-processes and the wider historical, socio-economic conditions. Extending beyond the coaching profession, the data produced serve as a contextual exemplar for exploring how individuals navigate the restructuring of labor and changing employment relations, which increasingly characterize the "new world of work."