The Configuration of Organizational Images Among Firms in the Canadian Beer Brewing Industry*
研究了加拿大36家啤酒企业如何通过网站沟通构建正面组织形象，并发现这些形象在行业层面的配置模式，对理解企业合法性策略有用。
abstract We integrate the literature on organizational image management and neo‐institutional theory to arrive at a better understanding of how organizations routinely represent themselves positively in their external environment. Drawing on a cross‐sectional exploratory study of the website communications of 36 firms in the Canadian brewing industry, we investigate how these organizations construct essential and distinctive organizational images in reference to a map of identity attributes and image categories at the organizational field level. We conclude that organizational self‐categorizations explain the field‐level configuration of images we discovered by establishing legitimacy claims targeted at relevant stakeholders.