The Access Path Of Organizational Legitimacy For Multinational Tailored Taxi Enterprises

In recent years,with the penetration from internet technology,innovation of traditional public transportation industries is undergoing quietly.Tailored taxi services offered by companies like Didi Kuaidi and Uber have lift a frenzy and received strong support from the society for its preferential prices,humanized services and convenient ways of payment.However,despite the overwhelming swept of this emerging business model,the dispute about the legitimacy of tailored taxi business has never stopped.In the face of fierce competition from domestic and foreign enterprises,a single dimension of operation and competition behavior has been unable to meet the survival needs of the enterprise any longer,how to seize the initiative in the seeking of access to organizational legitimacy has become the most urgent task of internet based innovative tailored taxi enterprises.Based on theory driven case study & embedded case study method and systemic literature review of new institutional economics and organization legitimacy theory,this study selects representative multinational tailored taxi enterprise Uber(China)as research subject,trying to figure out the different organizational legitimacy strategies and measures of legitimacy access for highly market-oriented foreign business model like Uber under Chinese current system and the three dimensions of cognitive legitimacy,normative legitimacy and control legitimacy,which are considered as the universal and typical classification dimension of organization legitimacy in academic world,and certain rigorous specific recommendations and guidance are given as well at the end of the article.