企业社会责任报告与声誉风险管理【外文翻译】.pdfVIP

外文翻译 原文： Corporate social reporting and reputation risk management 5. Integrating legitimacy, stakeholder theory and reputation Legitimacy theory proposes that there are four ways in which an organization can obtain, repair or maintain legitimacy should the social contract between itself and society (and/or selected powerful stakeholders) breakdown. Lindblom (1993)[13] seminally described four legitimating strategies, namely: (1) “Corporate social disclosure may be used to communicate changes in the corporation’s output, methods, and goals which have been made in response to shifts in the relevant publics’ expectations” (p. 13). (2) “The organi zation attempts to demonstrate the appropriateness of the output, methods, and goals to the public through education and information. This alternative does not require a change in business performance or in societal expectation but, rather, requires only a change in perception” (p. 14). (3) “Identifying organizational output, methods, and goals with the popular perception of what is appropriate without any attempt at actual conformity. Under this alternative business performance does not change, nor do societal expectations. Instead the corporation attempts to associate itself with symbols having high legitimate status”(p. 15). (4) “The organization attempts to bring popular views into conformity with organizational output, methods, and goals. Here the emphasis is on education and information. Under this alternative the corporation is not making and internal adjustment to close the legitimacy gap but, rather, seeks an adjustment in societal expectation” (p. 16). Each of these approaches to obtaining, repairing or maintaining legitimacy find parallels in Benoit’s framework with the pos