“Mistakes were made”: Organizations, apologia, and crises of social legitimacy

Organizations charged with wrongdoing often face social legitimacy crises and subsequently issue apologiae. Whether the charge is rooted in incompetence, as was Exxon's after the Alaskan oil spill, or a policy choice viewed to be irresponsible, as in the case of Domino's Pizza after a series of fatal automobile accidents, corporate apologists seek to purify their damaged images through a negative strategy of dissociation and a positive strategy of corrective action and reaffirmation of public values. This generic analysis suggests that corporate apologia warrants a distinct line of research due to the significant'differences that distinguish itffbm individualist conceptions of apologia.