Looking for New Forms of Legitimacy in Asia

Itziar Castello, Roberto Martin N. Galang

    Research output: Contribution to journalJournal articleResearchpeer-review


    Through a rhetoric analysis of 776 projects from firms located in 22 Asian countries, the authors argue that companies are looking for new forms of legitimacy that cannot be completely explained using traditional management theories. The authors introduce political theory into the debate. First, this study proposes a three-approach model of legitimation: The first approach is based on the strategic rhetoric as a mechanism for achieving pragmatic legitimacy, the second one uses the institutional rhetoric for gaining cognitive legitimacy, and the third, the political approach, is one through which firms seek to obtain moral legitimacy. The political strategy is aimed at improving the discursive quality between corporations and their stakeholders. Second, since the motivation for differing legitimacy strategies should be understood within their institutional environment, the authors look for patterns within each strategy dependent on national, industry, and firm-specific characteristics.
    Original languageEnglish
    JournalBusiness & Society
    Issue number2
    Number of pages39
    Publication statusPublished - 21 Dec 2012

    Cite this