Organizational Prestige: Some Functions and Dysfunctions

An organization may control its dependency upon the environment by acquiring prestige. Prestige is preferably based upon the intrinsic qualities of the product, but this is difficult to promote. Claims to prestige may be supported by using validating groups and indirect indexes of quality, but the former can restrict marketing of prestige-promoting endorsements, and emphasis upon indirect indexes tends to subvert quality. Prestige based upon extrinsic, non-essential characteristics of the rganization and product is cultivated in competitive situations, but the production and marketing of extrinsic characteristics creates internal conflicts and deflection from goals. Heavy emphasis upon indirect indexes of quality and extrinsiccharacteristics may shape the character and goals of an organization to an unanticipated extent.