ABSTRACT
We have chosen to call the book’s third main approach a myth perspective. In organization theory it is often referred to as the New Institutional School, and is founded on classic works by American researchers such as John W. Meyer, Brian Rowan, Paul J. DiMaggio,Walter W. Powell and W. Richard Scott.A key conception is that organizations operate within institutional environments where they are confronted with socially created norms for how they should be designed and how they should function. Organizations must try to incorporate and reflect these norms outwardly, even if they do not necessarily make the organization’s activities more effective.Through this process organizations become more similar to one another, at least on the surface, in stark contrast to the multiplicity described by a cultural perspective. Socially created norms in institutional environments are called myths.
