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Cited by 2,228Management and Organizational StudiesOrganizational Strategy and CultureCorporate Identity and Reputation

The Double-Edge of Organizational Legitimation

Ashforth, Blake E., Gibbs, Barrie W.·1990·Organization Science
DOI 10.1287/orsc.1.2.177
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Abstract

Organizations require legitimacy to attract constituents' support Legitimacy, however, is always problematic. Thus, organizations frequently pursue legitimacy through a variety of substantive and symbolic practices. But legitimacy is a social judgment that is ultimately accorded the organization by its constituents. Organizations that pursue this judgement run the risk of “protesting too much”–of being perceived as precisely the opposite, manipulative and illegitimate. Such organizations include (1) the clumsy actor, perceived as unethical, heavy-handed, or insensitive, (2) the nervous actor, perceived as dogmatic, intolerant, or evasive, and (3) the overacting actor, perceived to overstate claims to legitimacy or overreact to faults. The analysis suggests that attempts to increase legitimacy may trigger a series of vicious circles which ultimately decrease legitimacy.

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  • Organizations use impression management tactics, often routinized claims or strategic symbols, to promote positive audience perceptions.

    “Organizations engage in various forms of impression management to promote positive audience perceptions.”

    From Strategic Silence: Withholding Certification Status as a Hypocrisy Avoidance Tactic (2018) · cites this paper as Ashforth and Gibbs, 1990

  • Impression management becomes more important when organizations defend against reputational threats.

    “using impression management tactics becomes increasingly important in defending against challenges or threats to an organization's reputation”

    From Strategic Silence: Withholding Certification Status as a Hypocrisy Avoidance Tactic (2018) · cites this paper as Ashforth and Gibbs, 1990

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Related

Authors
Ashforth, B. E., & Gibbs, B. W.
Affiliations
  • Concordia University (CA)
  • Simon Fraser University (CA)
ORCID
Ashforth, Blake E.
Venue
Organization Science
Publisher
Institute for Operations Research and the Management Sciences (INFORMS)
Published
1990-05
Volume
1
Issue
2
Pages
177-194
ISSN
  • 1047-7039 (ISSN-L)
  • 1526-5455
DOI
10.1287/orsc.1.2.177
OpenAlex
W2087107032
Cited by
2,228
References
65
Citations by year
2026: 139 · 2025: 143 · 2024: 118 · 2023: 119 · 2022: 122 · 2021: 139 · 2020: 137 · 2019: 114 · 2018: 122 · 2017: 101 · 2016: 88 · 2015: 116 · 2014: 133 · 2013: 98 · 2012: 80
FWCI
8.21
Type
journal article
Language
en
Open access
closed
Locations
Organization Science (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Management and Organizational Studies
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Organizational Strategy and Culture
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Corporate Identity and Reputation
Keywords
organizational legitimacy, legitimation strategies, symbolic legitimacy, substantive legitimacy, perceived manipulation

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