Being all things to all Customers: Building reputation in an institutionalized field

  • Wæraas A
  • Sataøen H
  • 32


    Mendeley users who have this article in their library.
  • 3


    Citations of this article.


Tensions between legitimacy (conformity - insitutional theory) and reputation (differentiation - NPM)

Excellent literature review

Norwegian hospitals: strongly institutionalized + competition (NPM)

-all hospitals now have a communication strategy, most of
which reveal strong concerns of reputation.
-no clear evidence of unique strategic positioning, nicheoriented
positioning or the promotion of specific competences.
- reluctance towards differentiation: why?
a) universalistic justification
b) solidarity justification
c) pragmatic justification

=> legitimacy appears to be understood by our interviewees as a requirement for reputation and not vice versa.

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document

Get full text


  • Arild Wæraas

  • Hogne L. Sataøen

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free