Legitimizing the aviation industry and the influence of stakeholder salience
Climate change is a pressing issue in modern civilization. The environmental impact of the aviation industry and their respective contribution to climate change has become part of public debate. The growing societal awareness on the negative consequences of flying has resulted in a more sceptical view on the aviation industry, which resulted in aviation companies that are actively addressing these concerns. More specially, shifting value systems in society are likely causing aviation’s legitimacy to decline. Given the importance of being perceived as legitimate by the very groups a company interacts with, aviation companies are employing a variety of legitimacy strategies towards their stakeholders. By conducting extensive document analysis, this study examined the employment of legitimacy strategies by aviation companies while assessing the influence of stakeholder salience on this process. The findings indicate that aviation companies heavily rely on generating legitimacy by enhancement of their reputation, and prioritize their most important stakeholders in these efforts.
Faculteit der Managementwetenschappen