Abstract
Recent studies have advocated for an institution-based view of strategy, which should pay more attention to the relationship between companies and their institutional environment. We advance this stream of research by studying how companies can successfully engage in “institutional rope pulling”, namely the struggle between actors who wish to defend practices and those who wish to disrupt their institutionalization. The main discursive arena for this confrontation is public opinion. We import the spiral of silence theory from communication studies to understand key elements that companies can use to play this rope pulling game and win public opinion to their side. Finally, this paper contributes to strategy research by putting public opinion on the forefront of strategy research.
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