The impact of norm-conforming behaviors on firm reputation
Version of Record online: 25 FEB 2011
Copyright © 2011 John Wiley & Sons, Ltd.
Strategic Management Journal
Volume 32, Issue 9, pages 969–993, September 2011
How to Cite
Philippe, D. and Durand, R. (2011), The impact of norm-conforming behaviors on firm reputation. Strat. Mgmt. J., 32: 969–993. doi: 10.1002/smj.919
- Issue online: 7 JUL 2011
- Version of Record online: 25 FEB 2011
- Accepted manuscript online: 13 JAN 2011 10:09AM EST
- Manuscript Revised: 6 JAN 2010
- Manuscript Received: 10 JUL 2008
- corporate environmentalism;
Deviance from social norms has been extensively examined in recent strategy research, leaving the strategic implications of conformity largely unexplored. In this article, we argue that firms can elect to conform to a norm along two dimensions: compliance with the goal and level of commitment to the procedures. We then produce a typology of four norm-conforming behaviors, which allows us to isolate differentiated effects of conformity on firm reputation. We examine the corporate environmental disclosures of 90 U.S. firms and find that firms derive different reputational rewards depending on whether they conform to the goal or procedure dimension of the environmental transparency norm. In addition, the relationship between conformity and reputation is moderated by the firm's prior reputation and the stringency of the normative environment. Copyright © 2011 John Wiley & Sons, Ltd.