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Claim, Intent, and Persuasion - Organizational Legitimacy and the Rhetoric of Corporate Mission Statements (Hardcover, 1999 ed.)
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Claim, Intent, and Persuasion - Organizational Legitimacy and the Rhetoric of Corporate Mission Statements (Hardcover, 1999 ed.)
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The issue of organizational legitimacy is increasingly gaining the
attention of researchers and managers. While legitimacy can be
described in a number of ways, defined by the harder social
sciences it has usually been considered a static, one-dimensional
characteristic. As a result, previous studies have often failed to
explore organization's operational strategies for gaining wide
social legitimacy. The goal of Claim, Intent, and Persuasion:
Organizational Legitimacy and the Rhetoric of Corporate Mission
Statements is to explore how organizations enact strategies to gain
legitimacy. The book employs a pluralistic definition of legitimacy
that draw its concepts from the fields of organizational theory,
sociology, political science and law. The dynamics of the
legitimation process are explored through a study of corporate
mission statements analyzed from a semiotic perspective. The book
argues that various interpretations of the legitimation process can
coexist through differing narrative strategies that offer
corporations alternate ways to present themselves internally and
externally. By setting up a multi-faceted theory of organizational
legitimacy, supported by an empirical study of corporation mission
statements, this book offers a new, more integrated interpretation
of the legitimation process that seeks to advance the dialogue
regarding the political and institution views of organizations.
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