Stakeholder Legitimacy Management and the Qualified Good Neighbor: The Case of Nova Nada and JDI

Abstract

This article focuses on the company-stakeholder relationship between a large pulp and paper company and a small monastery and nature retreat center. The literature on stakeholder management and organizational legitimacy provides a theoretical foundation. The analysis demonstrates how organizational power and legitimacy can influence stakeholder legitimacy. The authors illustrate the ways that a company can manage the legitimacy of stakeholders through the use of political language and symbolic activity. The results contribute to a better understanding of stakeholder identification, salience, and the different contexts of legitimacy in the company-stakeholder relationship. Implications for stakeholder research and practice are also discussed.