BRINGING NEW CUSTOMS TO AN OLD VILLAGE: RHETORICAL LEGITIMATION STRATEGIES IN A PERIPHERAL COUNTRY

Year 2024, Volume: 25 Issue: 1, 487 - 513, 25.03.2024

Leyla Adiloğlu Yalçınkaya

https://doi.org/10.53443/anadoluibfd.1335188

Abstract

Actors' efforts against surrounding institutional pressures to pursue legitimacy are critical. Although scholars have mainly focused on the importance of gaining legitimacy, little is known about the context-specific rhetorical strategies of the actors to legitimate the business model in a peripheral country. In this article, based on extensive material, efforts behind the legitimation of a new airline business model in a peripheral country were explored. This study employed a qualitative research method. The data set consisting of multiple secondary data was analyzed based on the content analysis. Drawing on new institutional theory, this study contributes to previous studies on legitimation and business models by showing actors’ arguments content and providing a more nuanced understanding of how actors work on legitimation and how they use context-specific explanations during this legitimation process.

Keywords

Airline Business Model, Legitimacy, Peripheral Country, Rhetorical Legitimation Strategies

Supporting Institution

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Project Number

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Thanks

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ESKİ KÖYE YENİ ADET GETİRMEK: ÇEVRE ÜLKEDE RETORİK MEŞRUİYET STRATEJİLERİ

Abstract

Aktörlerin, çevredeki kurumsal baskılara karşı meşruiyet peşinde koşma çabaları kritik öneme sahiptir. Bu doğrultuda, araştırmacılar, meşruiyet kazanmanın önemine odaklanmış olsalar da çevre ülkede iş modelini meşrulaştırmak için aktörlerin bağlama özgü retorik stratejileri hakkında çok az şey bilinmektedir. Bu çalışmada, kapsamlı bir veri setine dayanarak, çevre bir ülkede, yeni bir havayolu iş modelinin meşrulaştırılmasının ardındaki çabalar incelenmiştir. Bu çalışmada nitel araştırma yöntemi deseninden yararlanılmıştır. İkincil verilerden oluşan veri seti, içerik analizi ile analiz edilmiştir. Yeni kurumsal kurama yaslanan bu çalışma, meşruiyet kazanmak için aktörlerin nelerin üzerinde durduklarını göstererek ve aktörlerin meşrulaştırma üzerinde nasıl çalıştıklarına ve meşrulaştırma süresince bağlama-özgü açıklamaları nasıl kullandıklarına dair bir anlayış getirerek, meşrulaştırma ve iş modelleri ile ilgili önceki çalışmalara katkıda bulunmaktadır.

Keywords

Havayolu İş Modeli, Meşruiyet, Çevre Ülke, Retorik Meşruiyet Stratejileri

Project Number

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