Disclosure of Suchman's (1995) typology legitimacy strategies in petrobras' administration reports
DOI:
https://doi.org/10.11606/rco.v4i10.34775Keywords:
Disclosure, Suchman's (1995) legitimacy strategies, PetrobrasAbstract
The society has required companies to develop actions for the well being of people and to disclose these actions. The companies also feel the need to disclose their actions, aiming at greater exposure to legitimize their acceptance in society. The goal of this study is to identify Suchman's (1995) typology legitimacy strategies disclosed in the Administration Reports of Petrobras from 2000 to 2009. Exploratory research with a qualitative approach was carried out through desk research on a company needs to consider the political cost of its actions. The technique of content analysis was applied to the disclosures content of Petrobras' Administration Reports in the period from 2000 to 2009, collected from BM&FBovespa's website. The research results indicate Suchman's (1995) typology legitimacy strategies most identified in the Administration Reports of the company in the period analyzed. Regarding overall legitimacy, maintenance criteria stands out. In pragmatic legitimacy, announcing the image and build reputation were highlighted. In moral legitimacy, demonstrating success and setting goals were outstanding. In cognitive legitimacy, popularizing and standardizing new models, reproducing standards, formalizing and professionalizing operations, and seeking certification stand out.Downloads
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