Praised from birth: social approval assets in the creation of a new university

Purpose The authors explore how social approval assets, namely status and reputation, are used to legitimate categorise a new national university. They argue that in the course of legitimation process, reputation work as stakeholder-oriented value-creating benefits. specifically analyse discursive constructions labels process enables nationwide university reform. Design/methodology/approach authors’ longitudinal case study utilises critical discourse analysis analyses media policy discourses regarding birth Aalto University. Findings findings suggest was accomplished through use two distinct discourses: one on higher education another market economy. These not only sought legitimise categorically different from existing Finnish universities, but also rationalised merger using expected benefits were claimed would accrue for supporters. Practical implications This elaborates role various assets processes explores enforcement can take place arenas necessarily perceived policymaking. For managers, it is crucial understand chosen label (name) result both stakeholder support resistance, important anticipate changes invoke. Originality/value propose several organisation strategically beneficial attracting multiple audiences who may hold conflicting interests terms what its offerings should embody. even though have traditionally been defined possessions an organisation, they be further understood concepts disseminate justify interests, norms, structures values network.