Proceedings of the 2018 2nd International Conference on Education, Economics and Management Research (ICEEMR 2018)

Analysis on the Mechanism of Improving Legitimization of Internet Companies -- From the Perspective of Stakeholders

Authors
Daming Huang, Guopeng Xiang, Yueyi Xiang, Xingwu Luo
Corresponding Author
Daming Huang
Available Online June 2018.
DOI
10.2991/iceemr-18.2018.85How to use a DOI?
Keywords
stakeholders, legitimacy constraint, legitimate strategy, Internet company, improving legitimization
Abstract

How to break through multiple legitimacy constraints to gain stakeholder recognition is a problem that every startup company must solve. From the perspective of stakeholders, this paper applies case study and grounded theory, reveals the inner mechanism of legitimacy formation and evolution of Giant Network and JD in the life cycles. Finally, we use grounded theory to build the mechanism of improving legitimization of Internet companies. The conclusions are as follows: during the process of improving legitimization of internet companies, the conformance strategy and manipulation strategy are mainly used to overcome the regulative legitimacy constraint and cognitive legitimacy constraint from competitors and customers in the startup and growth phases. Conformance strategy is the most commonly used one to overcome the regulative legitimacy constraint and normative legitimacy constraint from government, competitors and the public in the mature phase. Due to dynamic of legitimacy and the heterogeneity of stakeholders’ legitimacy judgment, enterprises should adopt different legitimate strategies based on the different stakeholders at different phases.

Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

Volume Title
Proceedings of the 2018 2nd International Conference on Education, Economics and Management Research (ICEEMR 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
June 2018
ISBN
10.2991/iceemr-18.2018.85
ISSN
2352-5398
DOI
10.2991/iceemr-18.2018.85How to use a DOI?
Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Daming Huang
AU  - Guopeng Xiang
AU  - Yueyi Xiang
AU  - Xingwu Luo
PY  - 2018/06
DA  - 2018/06
TI  - Analysis on the Mechanism of Improving Legitimization of Internet Companies -- From the Perspective of Stakeholders
BT  - Proceedings of the 2018 2nd International Conference on Education, Economics and Management Research (ICEEMR 2018)
PB  - Atlantis Press
SP  - 372
EP  - 377
SN  - 2352-5398
UR  - https://doi.org/10.2991/iceemr-18.2018.85
DO  - 10.2991/iceemr-18.2018.85
ID  - Huang2018/06
ER  -