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Legitimacy Under Institutional Change: How incumbents appropriate clean rhetoric for dirty technologies

机译：制度变迁下的合法性：现有企业如何为肮脏的技术提供适当的干净措辞

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摘要

How organizations legitimate their actions under conditions of institutional change is a central yet little understood question. To address this gap, this paper investigates how incumbent firms legitimate investments in both novel and conventional technologies during periods of institutional and technological transition. We examine the rhetorical strategies that energy incumbents employ to gain legitimacy for their investments in renewable (legitimacy-gaining or novel) and non-renewable (legitimacy-losing or conventional) technologies. Employing a mixed-method content analysis of 483 press releases on strategic energy investments, published by the world's largest energy firms during the time period 2010 to 2015, we find that incumbents utilize two different types of hybrid rhetoric to justify their investments. For investments in non-renewables, incumbents use pragmatic blending, appropriating the clean rhetoric traditionally associated with challenger technologies and combining it with justifications highlighting performance-oriented outcomes. The rhetoric used for investments in renewables involves visionary blending, combining rhetoric related to corporate strategy with sustainability rhetoric. We furthermore argue that these hybrid rhetorical strategies are observed when the legitimacy trajectories of two technologies intersect. Our study contributes to the research on rhetorical institutionalism, incumbents' role during institutional change, and technology legitimacy.
机译：组织如何在机构变革的情况下使自己的行为合法化是一个核心但尚未被理解的问题。为了解决这一差距，本文研究了在制度和技术转型时期，现有企业如何合法投资新颖技术和传统技术。我们研究了能源运营商为在可再生（合法性获得或新颖）和不可再生（合法性丧失或传统）技术上进行投资而获得合法性的修辞策略。通过对全球最大的能源公司在2010年至2015年期间发布的483项战略能源投资新闻稿的混合方法内容分析，我们发现现有公司利用两种不同类型的混合言论来证明其投资合理性。对于不可再生能源的投资，老牌公司采用务实的混合，采用传统上与挑战者技术相关的干净措辞，并将其与强调以绩效为导向的结果的理由相结合。用于可再生能源投资的言辞涉及远见混搭，将与公司战略相关的言辞与可持续性言辞相结合。我们进一步认为，当两种技术的合法性轨迹相交时，就会观察到这些混合的修辞策略。我们的研究为修辞制度主义，在职者在制度变迁中的作用以及技术合法性方面的研究做出了贡献。

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