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Organizations need legitimacy to be able to operate effectively. Consequently, and just like their participants, multi-stakeholder initiatives (MSIs) need to respond when faced with legitimacy challenges from external parties. We build on current theory to identify three organizational elements that can be made the subject of legitimacy critique – i.e., statutory procedures, objectives and mechanisms – and use these elements to structure our analysis of a conflict-ridden case concerning the United Nations Global Compact (UNGC). Whereas prior work suggests that organizations can respond to such conflicts in a fashion consistent with either moral entrapment or decoupling, we show that organizations can also respond by deflating their statutory procedures and objectives. A deflationary response can help organizations maintain their validity by diminishing the ability of external parties to advance propriety-legitimacy critiques against them. By examining this alternative response, we expand the scope and refine the analytic detail by which organizational legitimacy conflicts can be investigated.

PurposeActivist groups apply a range of tactics in order to improve labour conditions in the global sports and apparel industry. The accumulation of these tactics leads to the build‐up of pressure on firms within this industry (brands, retailers) to change their policies and activities on labour issues in their supply chains. The purpose of this paper is to explore how activist groups instigate change within an industry.Design/methodology/approachBy re‐examining a series of previously published accounts, eight conflict situations in the global sports and apparel industry, involving Nike, Reebok and Adidas, were analysed.FindingsThe paper demonstrates how an industry‐level approach is helpful in understanding how the sequential patterning of tactical choices evokes change in an industry. Studying activist groups' tactics from this approach provides a richer understanding.Originality/valueThe paper contributes to the growing literature on activists' influence strategies in conflicts with firms and speaks to current attempts at bringing together social movement and organization theories.

This paper reports on comparative research on how textual representations of issues related to corporate social responsibility (CSR) in corporate annual reports from Sweden, Canada and the Netherlands have changed over time. The results show a substantial increase on a number of topics that can be linked to the general CSR-discourse in the 2001 sample in comparison to the 1991 and 1981 samples. The rise in the CSR-discourse appears to be related to a drop in other discourses related to issues of social responsibility regarding the social, economic and political development of a company's native country.