College aantekeningen Instituties, identiteit en imago + opdrachten
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Course
Instituties, identiteit en imago (S_III)
Institution
Vrije Universiteit Amsterdam (VU)
College aantekeningen van het vak Instituties, Identiteit en Imago zonder college 3. Alle vier de gemaakte opdrachten staan ook hierin, heb het vak afgerond met een 7.2
Inhoudsopgave
Hoorcollege 1.......................................................................................................................................................1
Hoorcollege 2 – Institutionele theorie..................................................................................................................5
Hoorcollege 4 - lobbying theorie........................................................................................................................10
Hoorcollege 5 – professies, professionals en de macht van de big 4.................................................................20
Hoorcollege 6 – professionals, carrière en impression management................................................................27
Hoorcollege 7 – audit society, commensurate en rankings...............................................................................35
Hoorcollege 8 – stakeholders & social media....................................................................................................43
Hoorcollege 8 – guest lecture ING......................................................................................................................52
Opdracht 1..........................................................................................................................................................57
Opdracht 2..........................................................................................................................................................60
Opdracht 3..........................................................................................................................................................62
Opdracht 4..........................................................................................................................................................65
Hoorcollege 1
Literatuur week 1:
Aldrich, H. E., & Fiol, C. M. (1994). Fools rush in? The institutional context of industry
creation. Academy of Management Review, 19(4), 645-670. 25 pagina’s
David, R. J., Sine, W. D., & Haveman, H. A. (2013). Seizing opportunity in emerging fields:
How institutional entrepreneurs legitimated the professional form of management consulting.
Organization Science, 24(2), 356-377. 21 pagina’s
Suddaby, R., & Greenwood, R. (2001). Colonizing knowledge: Commodification as a
dynamic of jurisdictional expansion in professional service firms. Human Relations, 54(7),
933-953. 20 pagina’s
Oliver, C. (1991). Strategic responses to institutional processes. Academy of Management
Review, 16(1), 145-179. Vooral pp. 151-159. Alleen 8 pagina’s
1) Instituties:
• institutionele theorie-> aandacht voor institutionele omgeving waarin organisaties
opereren.
• Organisaties ervaren institutionele druk van wetgeving, druk van belanghebbenden
(stakeholders) en druk van concurrenten.
• Belang van legitimiteit
• Macht en rankings
• politieke strategieën en lobbyen
2) Identiteit:
• organisatie-identiteit
• professionele identiteit van verschillende professionals werkzaam binnen de
professionele service-industrie (zoals consultants, accountants en lobbyisten)
, 3) Imago:
• Imago, reputatie en cultuur
• crisismanagement
Aldrich & Fiol (1994)
Waar gaat het artikel over aan de hand van de onderzoeksvragen:
• What are the social processes surrounding the emergence of new industries?
• What are the factors hindering and supporting the progression from the founding of a
completely new activity?
• How do institutional entrepreneurs legitimate new kinds of organizations in emerging fields?
Met andere woorden:
Hoe verkrijgt een radicaal nieuwe onderneming de status van een gevestigde (2-50 jaar),
legitieme en vertrouwenwekkende industrie
• Het proces: “from origin to stability”
Twee typen legimiteit:
- Cognitief (kennispilaar): knowledge about the new activity and what is needed to
succeed in an industry -> the highest form is when a product or service is taken for
granted.
- Socio-politiek: the value placed on an activity by cultural norms and political
authorities -> it refers to the process by which key stakeholders, the general public,
government officials accept a venture as appropriate and right.
Social contexts: sites -> renegotiations of meaning take place resulting in constraints and
opportunities at four levels.
,Organisatieniveau is kleinste niveau en zit de ondernemer. Op cognitief niveau moeten ze
voor zorgen dat de kennis over hun product een bepaalde taal over ontwikkelen zodat het
begrijpend is. Sociaal-politiek moeten mensen de indruk krijgen dat het betrouwbaar is, al is
het in de beginfase.
Intra industrie niveau is de relatie met je concurrenten (vaak is iemand met hetzelfde product
bezig). Kan dan een competitie ontstaan tussen dominante ontwerpen. Op sociaal-politiek
niveau trek je op met eventueel je concurrenten of je kan fuseren. Goed in de gaten houden
wat andere doen.
Interindustrie zijn de relaties met je leveranciers of afnemers. Je kijkt naar derde partijen, ook
daar moet je legitimiteit krijgen. Je reputatie moet hoog blijven en onderhandelen met je
toeleveranciers.
Institutioneel niveau gaat over kennis van anderen. Bijvoorbeeld samenwerken met het
onderwijs zodat je product in het onderwijs terugkomt. Op sociaal-politiek niveau gaat het
over de marketing van je product.
Als institutioneel entrepreneur moet je op alle vier de lagen en twee pilaren energie steken om
succesvol te worden.
Essentie van het artikel: het laat de enorme complexiteit en gelaagdheid zien van het belang
van het verkrijgen van legitimiteit en vertrouwen, in de beginperiode van een gloednieuwe
industrie.
“Gaining trust of stakeholder within and around the firm provides a basis from which to build
a knowledge base via cooperative exchange rules with other similar organizations. Such,
interactions, in turn make it easier for member firms to organize collectively and to build a
broad reputation of their industry as an enduring reality. An establish reputation facilitates
the co-optation of institutional actors, ultimately leading to legitimacy”.
David, Sine, and Haveman
Research question:
How do institutional entrepreneurs’ legitimate new kinds of organizations in emerging fields?
What do institutional entrepreneurs do?
Definition: institutional entrepreneurs actors use social skills to overcome skepticism and
persuade others to believe the accounts they advance about the benefits of their innovations.
De historische case die hier als voorbeeld wordt genomen is de geboorte van de
consultancy sector in de VS.
Consultancy is niet tastbaar, dus je weet van tevoren niet wat je koopt. Het gaat op basis van
vertrouwen. Maakt consultancy ook kwetsbaar.
Institutional entrepreneurship in the early management consulting field.
Institutional entrepreneurship -> institutional change and opportunity creation.
Management consulting -> pioneers seized opportunities arising from board institutional
change and discredit the status quo and legitimate their own model of how to advise
organizations on strategic issues.
Theoretical model:
, Theorization: institutional entrepreneurs theorize the social change they wish to effect: they
develop and specify abstract cause-effect relationships among actors, structures and events.
Advies gronden op basis van theoretische inzichten. Veel meer causale verbanden
leggen om advies te onderbouwen.
Verwijzen naar wetenschappelijke basis: psychologie, accountancy en natuurwetenschappen.
Altruisme: het welzijn van de klant en zijn/haar bedrijf is belangrijk dan eigen welzijn of
welzijn van het eigen bedrijf.
Affiliation: Ties to recognized institutions can substitute for objective performance (->
netwerken en verbintenis zoeken). Je verhoudt je tot de bredere omgeving.
verbintenis zoeken met universiteiten, faculteiten en tijdschriften, conferenties. Netwerken,
toegang krijgen tot elite klanten, business clubs.
Collective action: Banding together can help institutional entrepreneurs counter the inevitable
resistance from those who value the status quo (-> samenwerken en samen optrekken). Je
trekt je op met anderen die hetzelfde doen.
Oprichten van branchevereniging AMCE om aft e zetten tegen te commerciële partijen, door
middel van codes of conducts en codes of practices, voorschijven van gedrag.
In sum, early management consultants claimed the ability to solve organizational problems by
drawing on forms of expertise that were accepted but had not yet been applied to top
management issues. They promised to make management more rational and efficient and so
solve the organizational problems they had made salient.
The earliest consulting firms used social skills to legitimate their new organizational form and
thereby seize the opportunities created by changes in regulation and corporate demography.
In emerging fields, new organizational forms will gain legitimacy if entrepreneurs make
salient contradictions between the status quo and broad cultural logics; use established
categories of expertise from outside their field to develop solutions to these problems;
deemphasize their own self-interest in favor of their clients and the broader social benefits
derived from their operations; create distinctiveness and exteriority by collectively defining
social codes that distinguish their organizational forms from rivals and provide templates for
replication; and create connections to prominent actors outside their field, both social elites
and authorities integral to their problem–solution models.
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