The organizational literature privileges objective performance indicators often selected by researchers. There is scarce research focusing on legitimacy-challenged hybrid and microorganizations and on perceived success under exigent conditions. To address this scarcity, this study, conducted among complementary and alternative medicine (CAM) microorganizations, explores success as a subjective measure originating from managers’ perceptions. For the purpose, it integrates cognitive mapping and multiple criteria decision analysis (MCDA)—a methodological contribution to construct a subjective-success framework that can be helpful for contested hybrid microorganizations. Seven factors emerged, of which human capital is recognized as critical, while external factors are considered unimportant.
- cognitive mapping
- complementary and alternative medicine (CAM)
- hybrid organizations
- multiple criteria decision analysis (MCDA)
- subjective perceived success