Coffee as a medium for ethical, social, and political messages: Organizational legitimacy and communication [Book Review]
David Bourget (Western Ontario)
David Chalmers (ANU, NYU)
Rafael De Clercq
Jack Alan Reynolds
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Journal of Business Ethics 72 (1):47-59 (2007)
This research examines how an organization, Thanksgiving Coffee, establishes and maintains its legitimacy with its constituent publics. In line with Boyd’s (2000, Journal of Public Relations Research 12(4), 341–353.) concept of actional legitimacy, Thanksgiving Coffee demonstrates a legitimation strategy addressing social issues and by responding to ethical and political questions. Applying Fisher’s (1984, Communication Monographs 51, 1–18) concepts of narrative fidelity and probability, Thanksgiving Coffee’s policies and communication activities were found to alleviate the social issues to which they were addressed and therefore reinforce perceptions of legitimacy among publics. Viewing the influence of organizations from a different perspective, this study provides an example of how the policies of an organization can have a positive impact on the broader society in which it operates.
|Keywords||legitimacy social responsibility policy public relations campaigns social issues marketing|
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Citations of this work BETA
Rajat Panwar, Karen Paul, Erlend Nybakk, Eric Hansen & Derek Thompson (2013). The Legitimacy of CSR Actions of Publicly Traded Companies Versus Family-Owned Companies. Journal of Business Ethics:1-16.
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