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.
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