Through a rhetoric analysis of 776 projects from firms located in 22 Asian countries, we argue that companies are looking for new forms of legitimacy that cannot be completely explained using traditional management theories. We introduce political theory into the debate. We first propose a three-approach model of legitimation: one based on the strategic rhetoric as a mechanism for achieving pragmatic legitimacy; a second one that uses the institutional rhetoric for gaining cognitive legitimacy; and a third one, the political approach, in 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, we look for patterns within each strategy dependent on national, industry and firm-specific characteristics.
- Corporate Social Responsibility,
- political theory
Available at: http://works.bepress.com/robertogalang/2/