We study the process by which a professional service firm reshaped its activities and beliefs over nearly two decades as it adapted to shifts in the social discourse regarding gender and work. Analyzing archival data from the firm over eighteen years and representations of gender and work from the business press over the corresponding two decades, we find that the firm internalized the broader social discourse through iterated cycles of analysis and action, punctuated by evolving beliefs about gender and work. Outside experts and shifting social understandings played pivotal roles in changing beliefs and activities inside the firm. We conclude with an internalization model depicting organizational adaptation to evolving social institutions.Keywords: Gender; professional service firms; social institutions; organizational learning Evolution in Gender and Work 2 Organizations' employment practices are inevitably shaped by changes in the labor pool.One of the most visible changes in employment in the U.S. since the 1980s-the growing representation of highly educated women-has challenged widely held understandings about gender and professional work. Across racial groups in 2010, women earned the majority of degrees at the bachelor's masters and doctoral levels (U.S. Department of Education, 2011) and comprised over half of the labor pool for professional level jobs. Law, accounting, and medicine in the 21 st century employ women at rates that defy these professions' long-held reputations as male bastions. These changing demographics challenge longstanding beliefs about man's role as breadwinner and woman's role as caregiver and housekeeper (Parsons, 1964;Wharton, 2005).The clash between the changing demographics of the professional workforce and institutionalized views of gender disrupts organizational beliefs and routines, creating the impetus for change within professional service firms.Greenwood and his colleagues define an institution as "more-or-less taken-for-granted repetitive social behavior that is underpinned by normative systems and cognitive understandings that give meaning to social exchange and thus enable self-reproducing social order" (Greenwood, Oliver, Sahlin, & Suddaby, 2008: 4-5). Gender, while often considered an attribute of individuals, is a social institution in the realm of family, religion, schools, language and government (Lorber, 1994;Martin, 2004;Turner, 1997). Gender categorizes people into roles and legitimizes rules and norms guiding their behavior in those roles, thereby structuring and reproducing a gendered social order (Lorber, 1994 (Berger & Luckmann, 1966;Giddens, 1984;March & Olsen, 1989).Scholars from multiple disciplines explore the relationship between organizations and institutions. Studies grounded in institutional theory begin with the assumption that organizations reflect beliefs and activities present in the institutional environment (DiMaggio & Powell, 1991;Scott, 2001) as a result of isomorphism (Friedland & Alford, 1991;Hinings, Greenwood, Reay, & Suddaby, 200...