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| The Optimal Distinctiveness from the Perspectives of Institutional Isomorphism and Organizational Identity——A Text Analysis of Missions and Visions of Business Schools |
| WANG Liping，HE Jinlu |
| Renmin University of China, Beijing, China |
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Abstract By analyzing the texts about mission and vision of 45 business schools who have successfully obtained international certifications such as AACSB, EQUIS or AMBA in mainland China, this research attempts to investigate the optimal differentiation choice from the perspective of institutional isomorphism and organizational identity. The results indicate that the form of the mission and vision is passively inclined to “seeking common” while the meaning of them consciously tends to be “shelving differences”. Compared with the regulatory and normative elements, the isomorphic effect brought by the cultural-cognitive elements is more significant. Besides, it is more significant that distinctive characters bring the differentiated effect rather than central or enduring characters. Therefore, we can conclude that organizations generally achieve the optimal distinct through “seeking common” in the form and “shelving differences” in the meaning.
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Received: 19 November 2018
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