This article presents a conceptual framework derived from institutional theory in sociology that offers two competing policy contexts in which charter schools operate--a bureaucratic frame versus a decentralized frame. An analysis of evolving charter school types based on three underlying theories of action is considered. As charter school leaders pursue new and different forms of schooling, they are challenged by well-established bureaucratic rules and norms that define what it means to be a legitimate school. Microlevel institution-building efforts, however, may represent viable alternatives to the institutional order of public education as charter school leaders attempt to achieve scale. (Contains 1 table and 2 footnotes.)