Legitimacy challenged: James Hardie Industries and the asbestos case
Institutional theory suggests that organisational survival depends not just on material resources and technical information but also on an organisation's perceived legitimacy (Powell & DiMaggio, 1991). Aconferred status, organisational legitimacy is controlled by those outside the organisation and thus relies on the organisation '5 maintaining Q coalition of supportive stakeholders who have
legitimacy-determining power (Pfeffer & Salancik, 1978). Organisational action and communication can build a legitimacy reservoir and defend such a reservoir in times
of crises. This paper explores how the organisational actions and communication strategies of James Hardie Industries, in dealing with claims from past employees and
customers regarding the company's products, have impactedon the organisation's legitimacy. Media reports will be examined using Suchman's (1995) three types of legitimacy-pragmatic, moral, and cognitive-to identify the main focus of organisational action in defending the challenge to its legitimacy. The implications of this challenge for future relationships between the organisation and key stakeholders
will be examined.
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|Item Type:||Journal Article|
|Keywords:||Legitimacy , Communication Strategies|
|Subjects:||Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100)|
Australian and New Zealand Standard Research Classification > STUDIES IN CREATIVE ARTS AND WRITING (190000) > JOURNALISM AND PROFESSIONAL WRITING (190300)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2005 Australia and New Zealand Communication Association|
|Deposited On:||20 Mar 2009 09:14|
|Last Modified:||29 Feb 2012 23:14|
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