Abstract This paper compares and analyzes the crisis actions and results of four high-tech enterprises after the similar product quality crisis using the case study method, and finds a crisis“reverse survival”phenomenon that the enterprise can still survive and develop even if the crisis action is improper.Further research shows that the reason why the above-mentioned enterprise can still survive is because the legality continues to exist. The crisis action legitimacy has two paths either from external to internal or from internal to external. If an enterprise has strong channel power, which can control and influence the behavior of other members, it will obtain legality from the inside to the outside and form the mechanism of a crisis“reverse survival”.This study has enriched the study of crisis management and organizational legitimacy, expanded the application of channel power theory in crisis situations, and provided guidance for corporate crisis management practices.
