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NOTE
BRINGING OUT CHARISMA: CEO CHARISMA
AND EXTERNAL STAKEHOLDERS
ANGELO FANELLI
HEC School of Management, Paris
VILMOS F. MISANGYI
University of Delaware
We present a theory detailing the processes through which CEO charisma affects
participants outside the organization. In order to reach this goal, the model extends
the range of current theory beyond internal organizational members, linking CEO
charisma to those outsiders key to organizational effectiveness: institutional interme-
diaries and external stakeholders. We discuss several implications suggested by this
framework to facilitate future research in this area.
Charismatic CEOs are fueling a heated de-
bate in the United States, especially regarding
their contribution to stock market success. For
example, the May 15, 2000, cover of Fortune
shouted: “Is John Chambers the best CEO on
earth? Is it too late to buy his stock?” (Serwer,
2000). Others remain skeptical: “Naive investors
. . . chose to follow stars—such as Anita Roddick
of Body Shop and Asil Nadir of Polly Peck—
without looking too closely at the numbers.
Then, as now, it often ended in tears” (Econo-
mist, 2002). Accordingly, the Wall Street Journal
calls for academics to “explore whether CEOs
have gained outsized bargaining power in rela-
tion to shareholders and boards. Our guess is
yes because so much of a company’s stock mar-
ket value these days depends on the image and
reputation of the CEO” (Jenkins, 2002: A23).
Yet, to those asking whether CEO charisma
contributes to stock market success, research
has little to offer; a surprisingly small number of
studies, with limited results (e.g., Tosi, Mi-
sangyi, Fanelli, Waldman, & Yammarino, 2004;
Waldman, Ramirez, House, & Puranam, 2001),
denotes the frailty of the theoretical framework
linking charisma to organizational effective-
ness. Current theory (e.g., Cannella & Monroe,
1997; Waldman & Yammarino, 1999) focuses al-
most exclusively on the effects of charisma on
organizational members, and this “internal fo-
cus” needlessly constrains understanding of the
charisma-effectiveness relationship in at least
two ways.
First, it neglects an important function of the
executive: to manage the external environment
of the firm. Executives represent the organiza-
tion to outside stakeholders, rally support and
obtain resources for the firm, and engage in
political dynamics with government officials
and other corporate actors (Pfeffer, 1981; Pfeffer
& Salancik, 1978). All these activities are only
loosely coupled with what executives do inside
the organization (Thompson, 1967) yet are cru-
cial to organizational effectiveness (Mintzberg,
1973).
Second, internally focused research implicitly
assumes that organizational effectiveness cor-
responds to the sum of the individual and group
task performances of organizational members.
Such internal task performance constitutes only
a portion of organizational effectiveness, how-
ever, since effectiveness stems from the coali-
tional nature of firms (Cameron & Whetton, 1983;
Scott, 1998) and is perhaps better conceptualized
as “an external standard applied to the output
or activities of the organization . . . applied by
all individuals, groups, or organizations that are
affected by, or come in contact with, the focal
We thank Rich Weiss for his comments, which helped to
strengthen the manuscript. We also express our gratitude to
Martin Kilduff and three anonymous reviewers for their en-
couragement and developmental feedback. Both authors
contributed equally.
஽ Academy of Management Review
2006, Vol. 31, No. 4, 1049–1061.
1049
organization” (Pfeffer & Salancik, 1978: 34). Thus,
organizational effectiveness is necessarily mul-
tidimensional, wherein internal and external in-
dicators may be only loosely coupled (Meyer &
Gupta, 1994; Scott, 1998), and, to be successful,
CEOs must be concerned with affecting all di-
mensions.
Exploring the charisma-effectiveness linkage
thus requires overcoming an exclusive concen-
tration on organizational members and extend-
ing both theory and research to external stake-
holders—in other words, “bringing out” CEO
charisma. To this end, we first review current
understanding of CEO charisma. Second, we ex-
plicate some key differences between internal
and external organizational participants with
regard to their relations with the CEO and or-
ganizational effectiveness. We then present a
model of the processes through which CEO cha-
risma affects external stakeholders. Finally, we
discuss implications for future research.
BACKGROUND
To Weber, charisma is an ideal-typical (i.e., an
abstract) form of authority, resting on the “devo-
tion to the specific and exceptional sanctity, her-
oism or exemplary character of an individual
person, and of the normative patterns or order
revealed or ordained by him” (1947: 328). Char-
ismatic leadership theory (CLT; Conger & Ka-
nungo, 1987, 1998; House, 1977; House & Aditya,
1997; House, Spangler, & Woycke, 1991; Klein &
House, 1995; Shamir, 1995; Shamir, Zakay,
Breinin, & Popper, 1998; Waldman & Yammarino,
1999) modifies Weber’s conception, focusing on
charisma as “a relationship between an individ-
ual (leader) and one or more followers based on
leader behaviors combined with favorable attri-
butions on the part of the followers” (Waldman
et al., 2001: 135). In CLT, charismatic leaders
have their primary effects on followers through
the social influence process of identification (Et-
zioni, 1975; Gardner & Avolio, 1998; House, 1977;
Howell, 1988; Shamir, House, & Arthur, 1993).
Leaders’ behaviors, such as displays of extraor-
dinary emotional expressiveness, self-confi-
dence, self-sacrifice, determination, risk taking,
and optimism (Shamir et al., 1998), serve to sym-
bolize for subordinates the traits, values, beliefs,
and behaviors that are desirable and legitimate
to develop (Shamir et al., 1993). These exemplary
leader behaviors inspire followers’ confidence,
raise followers’ self-efficacy, and lead to identi-
fication with, and admiration for, the leader
(Shamir et al., 1993).
CLT also stresses “symbolic and emotionally
appealing leader behaviors” (House & Aditya,
1997: 440), such as visionary, frame-alignment,
and image-building behaviors, that act as a
“conceptual roadmap” to connect subordinates’
personal and social identities to the collective
organizational identity and the leader’s vision
of the future (Conger, Kanungo, & Menon, 2000;
Shamir et al., 1993). In short, CLT generally takes
a leader-driven approach to the charismatic re-
lationship, where “leaders’ behaviors form the
basis of followers’ attributions” (Conger & Ka-
nungo, 1987: 645) and where identification plays
a central role: the charismatic “leader’s empha-
sis on . . . collective identity . . . [is] related to
subordinates’ level of identification with the
leader and trust in the leader, heightened moti-
vation and willingness to sacrifice for the unit,
identification with the unit, and attachment to
the unit” (Shamir et al., 1998: 404).
Theory and research in the CLT literature fo-
cus on internal organizational members. For in-
stance, Bass (1985) argues that transformational
leadership is additive to transactional leader-
ship, whereby the latter coincides with the tra-
ditional definition of hierarchical authority—an
exchange of inducements and contributions
(Barnard, 1938; March & Simon, 1958; Simon,
1945). Similarly, empirical studies focus on how
charismatic leaders affect their hierarchical
subordinates (Bycio, Hackett, & Allen, 1995;
Hater & Bass, 1988; Howell & Avolio, 1993), or
they embed experimental subjects within an au-
thority relation whereby the leader, charismatic
or not, is nonetheless a hierarchical superior
(Howell & Frost, 1989).
This internal focus is also present in current
theory regarding CEO charisma (Waldman &
Yammarino, 1999), which centers on the effects
of charisma on close and distant subordinates.
The direct interaction of the CEO with the former
results in heightened cohesion and effort among
top executives, which then “cascades” down to
more distant subordinates through role-model-
ing behaviors. Furthermore, as a consequence of
charismatic attributions stemming from CEO
behaviors, distant subordinates experience
heightened motivation, commitment, and strong
organizational identification. Thus, CLT has
brought the charismatic phenomenon entirely
1050 OctoberAcademy of Management Review
within the boundaries of the organization, shift-
ing the focus “from meta and macroleadership
to microleadership” (Shamir, 1995: 20). As a co-
ordination mechanism, CLT’s charisma operates
within rational-legal authority, rather than in
opposition to it, as Weber postulated.
An exception outside the CLT domain is
Meindl and Thompson’s (2004) theory of CEO
charisma as a social representation constructed
by the media that reifies firms and provides
explanations for organizational performance.
These researchers suggest that CEO charisma
is a publicly created persona symbolizing con-
trol over organizational performance—a simpli-
fied archetypical image that results from the
celebration and romance of leadership: “The
pinnacle of leadership celebration occurs with
the imputation of a CEO as ’charismatic’”
(Meindl & Thompson, 2004: 18). As with reputa-
tions in general, such CEO images have distrib-
utive and collective properties that change over
time. Initially, media constructions are gener-
ally unstructured and unorganized, but as inter-
est builds, more accounts appear and a conver-
gence occurs, aided by cross-referencing and
confirmation from similar others (Pfeffer, 1981).
In short, the view here is that CEO charisma is
an attribution created by observers’ explana-
tions of organizational performance, a process
rife with the “belief that individuals determine
the fate of organizations” (Chen & Meindl, 1991:
524).
Limited research regarding CEO charisma
has been conducted within CLT, yet its evidence
suggests that CEO charisma contributes to or-
ganizational effectiveness through relation-
ships both internal and external to the organi-
zation (Flynn & Staw, 2004; Tosi et al., 2004;
Waldman et al., 2001). Waldman et al. (2001)
found that CEO charisma is related to an inter-
nal indicator of firm performance (return on
sales) under conditions of perceived environ-
mental uncertainty. Tosi et al. (2004) found that
charismatic CEOs outperform their industry
peers on an external indicator of performance
(shareholder returns) under conditions of per-
ceived environmental uncertainty, but not inter-
nally (return on assets). And Flynn and Staw
(2004) found that charismatic CEOs outperform
their peers on both internal (return on sales) and
external (shareholder returns) indicators and,
also, that they may affect investor decision mak-
ing in a simulation involving college under-
graduate students.
The dearth of theory as to the processes
through which CEO charisma affects external
aspects of organizational effectiveness, as well
as the shortcomings of the current theoretical
frameworks, is evident. CLT, with its exclusive
focus on internal organizational members, pro-
vides a great deal of understanding on the in-
ternal aspects of this relationship but virtually
neglects the external. Meindl and Thompson’s
(2004) exclusive focus on attributions of CEO
charisma provides a limited understanding of
the relationship that CEO charisma has with
organizations’ external environments, purpose-
fully omitting any role that the “leader’s side” of
the relationship may play toward these attribu-
tions. Given these limitations in current theory,
we now turn to developing an understanding of
the processes through which CEO charisma af-
fects external stakeholders. In so doing, we rec-
ognize the complexity and multidimensionality
of organizational effectiveness (Meyer & Gupta,
1994), but we focus exclusively on this external
aspect of the CEO charisma-organizational ef-
fectiveness linkage with the hope of furthering
this critical avenue of research. In the next sec-
tion we therefore examine some key differences
between internal and external organizational
participants.
INSIDERS, OUTSIDERS, AND THE CEO
In an effort to clearly identify the major differ-
ences that exist between charismatic relation-
ships within the organization and those in the
external environment, we treat internal (“insid-
ers”) and external (“outsiders”) stakeholders as
ideal types (Roach & Bednar, 1997), stressing
their respective differences and emphasizing
their internal homogeneity.1
As Table 1 sug-
gests, insiders and outsiders differ along three
main dimensions; the first reflects differences in
motivations between insiders and outsiders,
1
We recognize, however, that, in reality, both insiders
and outsiders comprise different subpopulations with di-
verse social characteristics, roles, and cognitive frames
(DiMaggio, 1997; Powell & DiMaggio, 1991; Waldman & Yam-
marino, 1999), which may lead to similarities between them,
as well as some degree of internal heterogeneity. Empirical
research should specify, on a case-by-case basis, the degree
to which the ideal type approximates reality.
2006 1051Fanelli and Misangyi
whereas the second and third distinguish the
contexts where charisma operates.
The first row of Table 1 suggests an important
difference between insiders and outsiders—
their motivation.2
Once they decide to join the
organization, insiders contribute to organization-
al effectiveness via their decision to produce
(March & Simon, 1958), which is what CEOs must
affect in order to achieve task performance and,
ultimately, (internal) effectiveness. Insiders’ de-
cision to participate is also relevant to the CEO
but, once made, is less of an issue compared to
their motivation to produce (Barnard, 1938). In-
deed, the “internal focus” of CLT centers on this
question. Outsiders, however, contribute pri-
marily to organizational effectiveness via their
decision to participate, which corresponds to
supplying the organization with resources,
based on an evaluation of whether participation
helps to achieve their goals, as well as an eval-
uation of the organization’s legitimacy (Barnard,
1938; Pfeffer & Salancik, 1978). Examples include
shareholders’ contribution to organizational
success in their decision to purchase the firm’s
stocks and customers’ decision to purchase the
firm’s products.
The second row of Table 1 outlines a key dif-
ference contextually between insiders and out-
siders. Insiders are subordinates in a hierarchi-
cal structure that endows CEOs with rational-
legal authority. CEOs enjoy no such authority
over outsiders, however, since outsiders interact
with the CEO within a network structure of
nonhierarchical relations. As Simon puts it, “Of
all the modes of influence, authority is the one
that chiefly distinguishes the behavior of indi-
viduals as participants of organizations from
their behavior outside such organizations” (1945:
177). This relational difference has an important
consequence: because their power over outsid-
ers is relatively unstructured and unpredictable,
CEOs must resort to influence mechanisms, par-
ticularly symbolic management.
Symbolic action, which is used to influence
the attitudes, beliefs, perceptions, or values of
stakeholders, is “important in the exercise of
power” (Pfeffer, 1981: 184). Thus, with respect to
insiders, symbolic management supplements
CEOs’ rational-legal authority (i.e., the “addi-
tive” nature of transformational over transac-
tional leadership; Bass, 1985) and, perhaps more
important, may serve to obfuscate CEO abuse of
power (Pfeffer, 1981). Among outsiders, in con-
trast, symbolic management represents a pri-
mary means by which executives attempt to but-
tress their relatively less powerful position
(Pfeffer, 1981)—for example, by convincing
shareholders to delay selling stock despite the
availability of more attractive alternatives
(Zajac & Westphal, 1995) or by managing public
perceptions of their organization’s effectiveness
(Elsbach, 1994; Elsbach & Sutton, 1992; Elsbach,
Sutton, & Principe, 1998; Staw, McKechnie, &
Puffer, 1983; Sutton & Kramer, 1990). Although
symbolic management may be deceptive, this is
not always the case. Symbolic behaviors are
core to charismatic leadership (Conger & Ka-
nungo, 1998; Gardner & Avolio, 1999), and they
may help the CEO obtain commitment from
powerful external audiences in critical moments
of the organization’s life (Arnold, 1988; Cheney &
Christensen, 2001; Hambrick & Fukutomi, 1991).
For example, Lee Iacocca’s vision and testimony
before Congress generated confidence and the
legitimacy necessary to help save Chrysler (Ia-
cocca & Novak, 1984).
The last dimension portrayed in Table 1 refers
to the salience of CEO communications to insid-
ers versus outsiders. Communication is central
to charisma (Gardner & Avolio, 1998), and the
communication networks that CEOs establish
with insiders differ from those established with
outsiders. Insiders are relatively “captive” to the
CEO, whose communications will, at all times,
capture the attention of subordinates, regard-
2
This discussion builds on March and Simon’s (1958) con-
cepts of motivation to participate and motivation to produce.
Briefly, the former “is the decision to participate in the or-
ganization—or to leave the organization. The second is the
decision to produce or to refuse to produce at the rate de-
manded by the organization hierarchy” (March & Simon,
1958: 67).
TABLE 1
Differences Between Internal and External
Stakeholders
Dimension Insiders Outsiders
Motivation
relevant to
CEO
Decision to
produce
Decision to
participate
Relationship with
CEO
Hierarchical Network
Salience of CEO
communications
Captive Competitive
1052 OctoberAcademy of Management Review
less of the “social distance” (Shamir, 1995). In
contrast, the volatile communication networks
of the external environment are “competitive” in
nature. At any point in time, multiple actors
evaluate multiple firms and multiple leaders
(Thompson, 1967; Zuckerman, 2000). Thus, from
the viewpoint of the leader, outsiders’ attention
must be won. This difference between internal
and external networks leads to an interesting
paradox: where symbolic action is the primary
means of success (among outsiders), CEO com-
munication is not very salient—it is not neces-
sarily readily noticeable. Yet, among insiders,
where symbolic management is secondary to
legitimate authority, the CEO’s message is very
salient.
In summary, the three dimensions show that
the internal and external environments of orga-
nizations are rather different. In the latter, the
central issue, with regard to organizational ef-
fectiveness, is to affect outsiders’ decision to
participate. This is a difficult task for the CEO,
for authority is not available, and multiple (and
potentially equally attractive) alternatives ren-
der evaluation “an interpretive exercise” (Zuck-
erman, 1999: 1431) for outsiders. Despite these
differences, both insiders and outsiders strive to
develop an understanding of the world around
them. CEOs provide sensemaking and meaning
for organizational action in an attempt to satisfy
this necessity (Pondy, 1978; Weick, 1979), which
is “directed both internally, to produce orga-
nized and committed collective action, and ex-
ternally, as part of a process of legitimating the
organization” (Pfeffer, 1981: 188). Charismatic
behaviors and symbolism allow the CEO to cre-
ate “meaning that inspires others to pursue their
vision” (Gardner & Avolio, 1998: 33). Further-
more, CEO charisma increases an awareness of
the CEO and the organization in the external
environment. Ultimately, these features of CEO
charisma increase outsiders’ identification with,
and participation in, the organization. We now
propose a theory of CEO charisma to account for
such effects, leaving aside the effects on insid-
ers amply discussed in the CLT literature (e.g.,
Waldman & Yammarino, 1999).
CEO CHARISMA AND EXTERNAL
STAKEHOLDERS
As with insiders, CEO charisma has its effects
on external stakeholders primarily through the
identification process. In order to reduce com-
plexity, outsiders try to distill what defines an
organization, what about the organization per-
sists over time and across interactions, and
what distinguishes it from other organizations
(Rindova & Fombrun, 1998). An organization’s
core, enduring, and distinctive characteristics
influence identification with the organization
(Albert & Whetten, 1985), and such identification,
in turn, affects outsiders’ decision to participate
(Dukerich, Golden, & Shortell, 2002). As an exam-
ple, Scott and Lane offer the Body Shop, whose
customers identify with and thus participate in
the organization “because they define both
themselves and the Body Shop as animal rights
supporters” (2000: 49).
CEO charismatic behaviors and symbolism—
strong values, vision for the future, unconven-
tional and risk-taking behaviors—serve to in-
crease identification among external stakeholders
with CEOs and, by extension, their organizations.
CEOs, as “the most visible members of an organi-
zation, give a face to an otherwise abstract social
category, resulting in outsiders’ viewing manag-
ers as the organization” (Scott & Lane, 2000: 47).
The following description of Nucor Corporation,
based on its CEO, John Correnti, exemplifies well
this overlap between the image of the CEO and
the image of the organization:
Key to Nucor’s success has been the company’s
willingness to take risks. While John Correnti was
the general manager at Nucor Plymouth and Nu-
cor Yamato, he developed a reputation for taking
risks. . . . ‘In this life, it’s big risk, big reward,’
Correnti says. ’You can’t have a fear of failure’
(Iron Age New Steel, 1998: 56; emphasis added).
Thus, CEO charisma encompasses the transfor-
mation of the CEO into a symbol of the organi-
zation (Meindl & Thompson, 2004). Similar to,
and in conjunction with, organizational identity,
it affords outsiders with a cognitive shortcut that
allows them to reduce their evaluative uncer-
tainty by triggering identification with the CEO
and organization.
Figure 1 depicts the process through which
CEO charisma affects two categories of outsid-
ers: external stakeholders and institutional in-
termediaries. The former control and exchange
resources vital to organizations, and it is their
decision to participate that is of ultimate con-
cern. The latter are interested observers (e.g.,
2006 1053Fanelli and Misangyi
media, stock analysts) who participate in the
social construction of organizational and CEO
images (Chen & Meindl, 1991; Deephouse, 2000;
Meindl & Thompson, 2004; Rindova & Fombrun,
1998). These act not only as “mirrors of reality
reflecting firms’ actions, but also act as active
agents shaping information” (Fombrun & Shan-
ley, 1990: 240). CEO charisma increases external
stakeholders’ identification with organizations,
which positively influences their decision to
participate (Dukerich et al., 2002). It also influ-
ences the images “refracted” by institutional in-
termediaries, as well as organizational reputa-
tions, in a favorable manner. Refracted images
and reputations inform external stakeholders’
beliefs about how others perceive CEOs (and
their organizations) and, thus, strongly shape
their participation in, and identification with,
organizations (Dutton, Dukerich, & Harquail,
1994).
We first examine CEO charisma with respect
to outsiders and its “direct” effects on external
stakeholders.
CEO Charisma and External Stakeholders’
Decision to Participate
In defining CEO charisma, we build on CLT
but recognize that “charisma may arise from the
leader’s behavior, follower attributions, or some
combination of the two” (Gardner & Avolio, 1998:
34; emphasis added). This view emphasizes that
outsiders’ attributions of CEO charisma play an
active role in constructing the charismatic rela-
tionship (Gardner & Avolio, 1998; Meindl, 1995).
Therefore, CEO charisma is a relationship be-
tween the CEO and organizational participants
that is a function of both the CEO and followers’
attributions of the CEO. As shown in Figure 1,
the “leader’s side” of the CEO charismatic re-
lationship comprises both CEO charismatic
behaviors and the projection of CEO charis-
matic images (CCI) through various forms of
organizational discourse (i.e., advertising,
firm logo, letters to shareholders, financial re-
porting, press releases, public relations initi-
atives, etc.). The former affect primarily insid-
FIGURE 1
The Effects of CEO Charisma on External Stakeholders
Note: Relationships not explored are depicted by dashed arrows (----‹).
1054 OctoberAcademy of Management Review
ers (Waldman & Yammarino, 1999), the latter
primarily outsiders.
An essential difference from previous treat-
ments is the importance that CCI play in the
charismatic relationship. Organizational dis-
course is a primary source of attributions for a
vast majority of potential external stakeholders.
Indeed, direct observation of a CEOs’ traits and
behaviors is generally precluded (Rindova &
Fombrun, 1998), as well as not efficient for out-
siders in order to compare the firm with multiple
competing alternatives. For example, although
securities analysts occasionally experience di-
rect contact with a CEO, such as via road shows
or conference calls,3
evaluations are mainly
based on organizational documents and com-
munications (Clemente, 1988). Furthermore,
leaders tend to restrict outsiders from directly
observing their behaviors, for outsider scrutiny
tends to distract resources, effort, and attention
away from substantive activities (Sutton & Ga-
lunic, 1996). Thus, given this lack of direct obser-
vation, as well as the characteristics of the ex-
ternal environment (i.e. “network” relationships,
“competitive” salience), CCI are expected to be
an effective means of influence, being analo-
gous to, and often overlapping with, the strate-
gic projections and organizational images un-
derlying corporate reputations (Fombrun &
Shanley, 1990), strategic positions (Rindova &
Fombrun, 1998), and stakeholder identification
with the firm (Scott & Lane, 2000).
In terms of the actual content of the images,
CCI refer to the degree to which organizational
discourse describes CEOs and their visions in
charismatic terms. Organizational discourse de-
scribing the persona of the CEO in terms of
exceptional qualities, such as the CEO’s ex-
traordinary emotional expressiveness, self-
confidence, self-determination, and high energy
level (House, 1977), as well as accounts of excep-
tional behaviors, such as those “involving great
personal risk, cost and energy” (Conger & Ka-
nungo, 1998: 56), should lead to attributions of
charisma and identification. Attributions of cha-
risma and identification may also result from
organizational discourse portraying the CEO’s
vision in charismatic terms (Conger & Kanungo,
1998): an evaluation of the status quo that dele-
gitimizes the past and emphasizes the need for
radical change, the formulation and articulation
of organizational goals using ideologically and
morally laden statements that emphasize the
positive aspects of the CEO’s vision and its con-
trast with the status quo, and a description of
the means to achieve the vision that expresses
the CEO’s concern for internal or external stake-
holders.
As Figure 1 depicts, CEO charisma, primarily
through CCI, directly influences external stake-
holders’ identification, which, in turn, affects
their decision to participate, for several reasons.
First, external stakeholders’ evaluations are
subject to the romance of leadership (Meindl,
Ehrlich, & Dukerich, 1985; Meindl & Thompson,
2004), to which CEO charisma and the charis-
matic leadership qualities portrayed in pro-
jected CCI play very well. Second, the archetypi-
cal nature of CEO charisma (Shamir, 1995;
Steyrer, 1998) is attractive to external stakehold-
ers, since such archetypes help to reduce uncer-
tainty regarding organizations’ attributes in the
minds of external participants, especially in en-
vironments characterized by high ambiguity
(Meyer & Gupta, 1994). Third, charismatic sym-
bolism increases the organization’s visibility
and its distinctiveness in the face of competi-
tion, thereby increasing outsider identification
(Dutton et al., 1994). Finally, the vision and val-
ues conveyed by charismatic symbolism favor-
ably affect the organization’s legitimacy, and
therefore identification, among outsiders (Scott
& Lane, 2000).
Before turning to a discussion of the “indirect”
effects of CEO charisma, it is worth noting that,
although recognized by the dotted lines in Fig-
ure 1, several relationships internal to the orga-
nization are not examined here. For example,
executives may use projected images such as
CCI to influence internal perceptions of organi-
zational identity (Gioia & Thomas, 1996). Also,
the charismatic images projected by discourse
may potentially become decoupled from the ac-
tual behaviors of the CEO. Finally, in situations
where outsiders interact with insiders (e.g., sup-
pliers interacting with top managers), the iden-
tification created by charismatic CEOs among
3
We in no way mean to disregard the important external
roles played by the CEO in those instances where outsiders
directly observe CEO behaviors (e.g., spokesperson, liaison,
and figurehead roles; Mintzberg, 1973). We expect that pre-
vious treatments of CEO charisma (Waldman & Yammarino,
1999) apply under such circumstances, especially because
CEO behavior is likely to be carefully scripted on such
occasions (Gardner & Avolio, 1998).
2006 1055Fanelli and Misangyi
organizational members (Shamir et al., 1993) in-
creases the likelihood of external stakeholder
identification (Dutton et al., 1994; Scott & Lane,
2000).
CEO Charisma, Refracted CEO Images, and
Organizational Reputations
The beliefs that external stakeholders have
about how others perceive CEOs and their firms
directly affect their decision to participate in, as
well as their identification with, those organiza-
tions (Dukerich et al., 2002; Zuckerman, 1999).
Refracted CEO images produced both by insti-
tutional intermediaries’ and organizational rep-
utations influence these beliefs. The former
make the organization more noticeable among
external stakeholders (Deephouse, 2000) and
more credible, since refracted images are “cre-
ated” by third parties (Rindova & Fombrun,
1998). The latter result cumulatively from imag-
ery and direct experiences with organizations
(Rindova & Fombrun, 1998), signal organization-
al legitimacy (Rao, 1994), and stabilize interac-
tions between the organization and external
stakeholders (Fombrun, 2001). Thus, when favor-
able, both refracted images and organizational
reputations lead to increased external stake-
holder identification with the organization and,
thus, to greater participation (Deephouse, 1996).
Given the legitimacy conferred by favorable re-
fracted images and reputations, and their cred-
ibility, they also directly affect external stake-
holders’ participation (see Figure 1).
CEO charisma influences institutional inter-
mediaries’ refracted images and organizational
reputations in several ways. First, projections of
CEO charisma increase the favorability of re-
fracted images and organizational reputations,
as well as the likelihood of intermediary cover-
age of the organization. CCI play very well to
the “charismatic archetyping” that occurs in the
refraction process, wherein the CEO image con-
structed by institutional intermediaries, “how-
ever celebrated and glorified, is conceived out of
the desire for a world in which human agency
reigns supreme, and capricious and dangerous
forces are held in check” (Meindl & Thompson,
2004: 29). Second, the archetypical nature of CCI
affords organizations that project them some in-
fluence (Hogg, 2001) over the constructions put
out by intermediaries within the business com-
munity (Chen & Meindl, 1991), given the appetite
for such images. Third, the attention garnered
for organizations by CEO charisma among insti-
tutional intermediaries also raises the visibility
of these organizations and all of their partici-
pants. Furthermore, reputational rankings make
status orderings in organizations’ environments
highly visible (Rindova & Fombrun, 1998), and
CEO charisma serves to increase organizations’
standings in such rankings. Thus, the effects
that projections of CEO charisma have on insti-
tutional intermediaries and organizational rep-
utations (favorability, coverage, visibility, sta-
tus) work to increase awareness of organizations,
as well as organizations’ attractiveness, among
external stakeholders, and thus identification
(Ashforth & Mael, 1989).
Besides influencing the actual content of the
refracted images, CEO charisma affects the
variance among images constructed by different
intermediaries, which, in turn, has an effect on
organizational reputation. Cognitive categoriza-
tion processes (Phillips & Lord, 1982) operate to
increase the convergence of institutional inter-
mediaries’ refracted images in a manner favor-
able to the firm. Convergence across intermedi-
aries in portraying the CEO increases the
awareness of the persona and vision among cur-
rent and potential external stakeholders and,
therefore, reinforces the direct effect of CEO cha-
risma on outsider identification. As Goffman
(1959) noted, external observers are aware that
acts of self-presentation on the part of a subject
are driven by self-interest and, therefore, might
not be an accurate description of the “true” char-
acteristics of the person. Thus, convergence
among multiple intermediaries serves to corrob-
orate and strengthen the credibility of the CEO’s
projected image, increasing the probability of
outsider identification (Ashforth & Mael, 1989)
and participation.
Certain forces, however, also play a role in
these effects. First, organizational performance
is a major determinant of both refracted images
and reputations (Fombrun & Shanley, 1990;
Meindl & Thompson, 2004). Superior perfor-
mance tends to reinforce the CCI projected by
organizations; inferior performance does not.
Second, refracted images and reputations exist
within competitive networks (i.e., industries)
and develop over time, depending on competi-
tors’ images and reputations (Meindl & Thomp-
son, 2004). Because charisma is a state of ex-
traordinariness, the number of charismatic
1056 OctoberAcademy of Management Review
constructions by intermediaries is limited
within any competitive domain: “There is only
so much charisma ’fairy dust’ to go around, and
the more it is sprinkled on one or a few CEOs,
the less there is to sprinkle on the others”
(Meindl & Thompson, 2004: 21). This suggests
that, although many organizations may project
CCI, only a few CEOs will be endowed as char-
ismatic by institutional intermediaries.
The “Dark Side” of CEO Charisma
So far, we have described the benefits of CEO
charisma for organizations with the assumption
that charismatic CEOs are concerned with the
achievement of organizational goals and that
these CEOs empower stakeholders to formulate
and achieve these goals (socialized power mo-
tivations; Howell, 1988; Waldman & Yammarino,
1999). Given this assumption, CEO charisma
may have long-term positive effects on organi-
zational effectiveness owing to its effects on in-
ternal performance (Lowe, Kroeck, Sivasubra-
maniam, 1996) and on external relationships
(Collins & Porras, 1995; Selznik, 1957). Stake-
holder identification with charismatic CEOs
who have personalized power motives, however,
may potentially be detrimental to the organiza-
tion and its stakeholders. Leaders with person-
alized power motivations are concerned with
their personal goals and, thus, tend to pursue
goals based on their own private motives (House
& Howell, 1922; Howell, 1988; McClelland, 1970),
and they are more likely to employ impression
management and deception in pursuit of those
goals (Bass & Steidlmeier, 1999; Howell, 1988).
Richard M. Scrushy, the charismatic former
CEO of HealthSouth Corporation, provides an
example. The strong identification he achieved
among internal and external stakeholders al-
lowed him to foster a culture of greed and fraud
that ultimately led to the bankruptcy of the or-
ganization, along with the ruin of many of its
stakeholders and the community within which it
was embedded (Michaels, Roth, & Liu, 2003).
Thus, the beneficial effects of personalized char-
ismatic CEOs may be shorter in duration and,
above all, may reverse their course rather dras-
tically after some time; as the scandal surround-
ing Richard Scrushy and HealthSouth demon-
strates, facts have a way of catching up with
charismatic CEOs who pursue personal goals
that are detrimental to the organization and its
stakeholders.
IMPLICATIONS FOR RESEARCH
The preceding framework suggests several
implications for future research on CEO cha-
risma. First, because “bringing out” charisma
entails studying the charismatic images pro-
jected by organizational discourse among out-
siders, future research in this area will require
new measurement tools. Conventional surveys
can and should be supplemented by “content
analysis of speeches and other communications,
as well as by verification of consistency in sto-
ries about the CEO as told by distant organiza-
tional members” (Waldman & Yammarino, 1999:
281). Discursive materials conveying CCI could
be analyzed with one of the various methods of
discourse analysis, such as content analysis
(Weber, 1988) or quantitative, text-based mea-
sures. For example, thematic text analysis
would allow the measurement of CCI as the
frequency of occurrence of charismatic expres-
sions within a text (Popping, 2000). Far from be-
ing merely an issue of measurement, the devel-
opment of discourse-based measures of
charisma would open up research into the di-
mensionality of the construct itself, possibly al-
lowing the identification of different facets of
charisma and their interrelationships.
Second, the above framework suggests that
the archetypical nature of CEO charisma in-
creases external stakeholder identification with
the CEO and organization because it reduces
outsiders’ uncertainty about the organization,
provides a basis for evaluating legitimacy, and
increases both the attractiveness and aware-
ness of the organization. Ultimately, such iden-
tification increases external stakeholders’ moti-
vation to participate in the organization. This
suggests that the relationship between CEO
charisma and external stakeholders’ participa-
tion is mediated by external stakeholders’ or-
ganizational identification. Future research is
needed to determine whether external stake-
holders identify with charismatic CEOs and
whether such identification is indeed associ-
ated with participation in organizations.
Third, as Figure 1 depicts, there are several
relationships to be investigated with regard to
the refracted images constructed by institu-
tional intermediaries, as well as organizational
2006 1057Fanelli and Misangyi
reputations. In future research scholars can ex-
amine whether CCI influence institutional inter-
mediaries in a manner that is favorable to the
organization. For example, securities analysts
play a very significant role in the stock market
as conveyors of information and investment
suggestions to investors (Zuckerman, 1999); thus,
researchers could examine whether analyst rat-
ings and recommendations are more favorable
for organizations that project CCI. With regard
to the media, researchers could study whether
the business press reproduces the charismatic
discourse put out by organizations. In this case,
researchers could repeat the text analyses used
to measure CCI with different texts and could
measure the similarity between the different
texts in terms of their insistence on the persona
and vision of the CEO. We also suggested that
CCI result in a convergence of images among
institutional intermediaries; thus, researchers
could examine the effect that CCI have on the
variability of institutional intermediaries’ as-
sessments. Finally, since CCI should have a fa-
vorable effect on organizational reputations, re-
searchers could examine what, if any, effect CCI
have on reputational rankings, such as For-
tune’s annual survey of America’s Most Admired
Corporations.
Fourth, although several relationships de-
picted in Figure 1 are beyond the purview of this
paper, future research and theory regarding
these relationships are warranted. For instance,
studies of symbolic management (e.g., Elsbach,
1994; Elsbach & Sutton, 1992; Pfeffer, 1981; Salan-
cik & Meindl, 1984; Staw et al., 1983; Zajac &
Westphal, 1995) suggest that the CEO charis-
matic imagery projected by organizations may
become decoupled from CEO charismatic be-
haviors. The result may be that external stake-
holders’ identification and participation in the
organization will be under false pretenses. Fu-
ture research is needed to examine whether or-
ganizations with noncharismatic CEOs project
CCI in their discourse and, if so, whether they
favorably influence institutional intermediaries’
constructions and the attributions of external
stakeholders to achieve external stakeholder
identification with and participation in the or-
ganization. This could be accomplished by ob-
taining conventional measures of CEO charis-
matic behaviors (e.g., Multifactor Leadership
Questionnaire; Avolio, Bass, & Jung, 1999), as
well as measuring the CEO charismatic images
portrayed in organizational discourse in a man-
ner as described above.
CONCLUSION
For today’s corporations, external actors are
very important (Davis & McAdam, 2000; Elsbach,
1994; Hirsch, 1986; Zuckerman, 1999, 2000), and,
thus, CEOs’ management of their organizations’
external environments is a legitimate and im-
portant object of study. As such, CEO charisma
presents a major opportunity for researchers to
rehabilitate “a line of inquiry set adrift by orga-
nization theory in its formative years: the study
of how organizations affect the social systems in
which they are embedded” (Stern & Barley, 1996:
146). Charismatic leadership theory has been
successful in showing that charisma is an effec-
tive coordination mechanism operating within
hierarchical authority. Yet its focus on “superior-
subordinate relationships” (House & Aditya,
1997: 465) makes it ill-equipped for inquiries out-
side the organization’s boundaries.
Our theory of the external effects of CEO cha-
risma attempts to extend current views and to
“bring out” CEO charisma as a means of influ-
ence in the unstructured relationship between
the CEO and external stakeholders. Affording
the CEO the needed salience in the competition
for outsiders’ attention and evaluation, cha-
risma increases the likelihood of external stake-
holders’ identification with and participation in
the organization. Furthermore, within the exter-
nal environment, CEO charisma operates
mainly through charismatic images projected
by discourse. Therefore, future research should
focus on these images in order to untangle the
effects of CEO charisma on key outsiders and,
ultimately, on organizational effectiveness.
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Angelo Fanelli (fanelli@hec.fr) is an assistant professor in the Department of Man-
agement and Human Resources at HEC School of Management, Paris. He received his
Ph.D. from the Universita` di Bologna and the University of Florida. His research
interests include charismatic leadership, language, top executives, power, organiza-
tional knowledge, and the social dynamics of the stock market.
Vilmos F. Misangyi (vilmos@udel.edu) is an assistant professor of management in the
Alfred Lerner College of Business & Economics at the University of Delaware. He
received his Ph.D. in strategic management from the University of Florida. His re-
search examines the capacity of organizational top executives to affect organizational
outcomes.
2006 1061Fanelli and Misangyi
Fanelli_Misangyi_2006

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Fanelli_Misangyi_2006

  • 1. NOTE BRINGING OUT CHARISMA: CEO CHARISMA AND EXTERNAL STAKEHOLDERS ANGELO FANELLI HEC School of Management, Paris VILMOS F. MISANGYI University of Delaware We present a theory detailing the processes through which CEO charisma affects participants outside the organization. In order to reach this goal, the model extends the range of current theory beyond internal organizational members, linking CEO charisma to those outsiders key to organizational effectiveness: institutional interme- diaries and external stakeholders. We discuss several implications suggested by this framework to facilitate future research in this area. Charismatic CEOs are fueling a heated de- bate in the United States, especially regarding their contribution to stock market success. For example, the May 15, 2000, cover of Fortune shouted: “Is John Chambers the best CEO on earth? Is it too late to buy his stock?” (Serwer, 2000). Others remain skeptical: “Naive investors . . . chose to follow stars—such as Anita Roddick of Body Shop and Asil Nadir of Polly Peck— without looking too closely at the numbers. Then, as now, it often ended in tears” (Econo- mist, 2002). Accordingly, the Wall Street Journal calls for academics to “explore whether CEOs have gained outsized bargaining power in rela- tion to shareholders and boards. Our guess is yes because so much of a company’s stock mar- ket value these days depends on the image and reputation of the CEO” (Jenkins, 2002: A23). Yet, to those asking whether CEO charisma contributes to stock market success, research has little to offer; a surprisingly small number of studies, with limited results (e.g., Tosi, Mi- sangyi, Fanelli, Waldman, & Yammarino, 2004; Waldman, Ramirez, House, & Puranam, 2001), denotes the frailty of the theoretical framework linking charisma to organizational effective- ness. Current theory (e.g., Cannella & Monroe, 1997; Waldman & Yammarino, 1999) focuses al- most exclusively on the effects of charisma on organizational members, and this “internal fo- cus” needlessly constrains understanding of the charisma-effectiveness relationship in at least two ways. First, it neglects an important function of the executive: to manage the external environment of the firm. Executives represent the organiza- tion to outside stakeholders, rally support and obtain resources for the firm, and engage in political dynamics with government officials and other corporate actors (Pfeffer, 1981; Pfeffer & Salancik, 1978). All these activities are only loosely coupled with what executives do inside the organization (Thompson, 1967) yet are cru- cial to organizational effectiveness (Mintzberg, 1973). Second, internally focused research implicitly assumes that organizational effectiveness cor- responds to the sum of the individual and group task performances of organizational members. Such internal task performance constitutes only a portion of organizational effectiveness, how- ever, since effectiveness stems from the coali- tional nature of firms (Cameron & Whetton, 1983; Scott, 1998) and is perhaps better conceptualized as “an external standard applied to the output or activities of the organization . . . applied by all individuals, groups, or organizations that are affected by, or come in contact with, the focal We thank Rich Weiss for his comments, which helped to strengthen the manuscript. We also express our gratitude to Martin Kilduff and three anonymous reviewers for their en- couragement and developmental feedback. Both authors contributed equally. ஽ Academy of Management Review 2006, Vol. 31, No. 4, 1049–1061. 1049
  • 2. organization” (Pfeffer & Salancik, 1978: 34). Thus, organizational effectiveness is necessarily mul- tidimensional, wherein internal and external in- dicators may be only loosely coupled (Meyer & Gupta, 1994; Scott, 1998), and, to be successful, CEOs must be concerned with affecting all di- mensions. Exploring the charisma-effectiveness linkage thus requires overcoming an exclusive concen- tration on organizational members and extend- ing both theory and research to external stake- holders—in other words, “bringing out” CEO charisma. To this end, we first review current understanding of CEO charisma. Second, we ex- plicate some key differences between internal and external organizational participants with regard to their relations with the CEO and or- ganizational effectiveness. We then present a model of the processes through which CEO cha- risma affects external stakeholders. Finally, we discuss implications for future research. BACKGROUND To Weber, charisma is an ideal-typical (i.e., an abstract) form of authority, resting on the “devo- tion to the specific and exceptional sanctity, her- oism or exemplary character of an individual person, and of the normative patterns or order revealed or ordained by him” (1947: 328). Char- ismatic leadership theory (CLT; Conger & Ka- nungo, 1987, 1998; House, 1977; House & Aditya, 1997; House, Spangler, & Woycke, 1991; Klein & House, 1995; Shamir, 1995; Shamir, Zakay, Breinin, & Popper, 1998; Waldman & Yammarino, 1999) modifies Weber’s conception, focusing on charisma as “a relationship between an individ- ual (leader) and one or more followers based on leader behaviors combined with favorable attri- butions on the part of the followers” (Waldman et al., 2001: 135). In CLT, charismatic leaders have their primary effects on followers through the social influence process of identification (Et- zioni, 1975; Gardner & Avolio, 1998; House, 1977; Howell, 1988; Shamir, House, & Arthur, 1993). Leaders’ behaviors, such as displays of extraor- dinary emotional expressiveness, self-confi- dence, self-sacrifice, determination, risk taking, and optimism (Shamir et al., 1998), serve to sym- bolize for subordinates the traits, values, beliefs, and behaviors that are desirable and legitimate to develop (Shamir et al., 1993). These exemplary leader behaviors inspire followers’ confidence, raise followers’ self-efficacy, and lead to identi- fication with, and admiration for, the leader (Shamir et al., 1993). CLT also stresses “symbolic and emotionally appealing leader behaviors” (House & Aditya, 1997: 440), such as visionary, frame-alignment, and image-building behaviors, that act as a “conceptual roadmap” to connect subordinates’ personal and social identities to the collective organizational identity and the leader’s vision of the future (Conger, Kanungo, & Menon, 2000; Shamir et al., 1993). In short, CLT generally takes a leader-driven approach to the charismatic re- lationship, where “leaders’ behaviors form the basis of followers’ attributions” (Conger & Ka- nungo, 1987: 645) and where identification plays a central role: the charismatic “leader’s empha- sis on . . . collective identity . . . [is] related to subordinates’ level of identification with the leader and trust in the leader, heightened moti- vation and willingness to sacrifice for the unit, identification with the unit, and attachment to the unit” (Shamir et al., 1998: 404). Theory and research in the CLT literature fo- cus on internal organizational members. For in- stance, Bass (1985) argues that transformational leadership is additive to transactional leader- ship, whereby the latter coincides with the tra- ditional definition of hierarchical authority—an exchange of inducements and contributions (Barnard, 1938; March & Simon, 1958; Simon, 1945). Similarly, empirical studies focus on how charismatic leaders affect their hierarchical subordinates (Bycio, Hackett, & Allen, 1995; Hater & Bass, 1988; Howell & Avolio, 1993), or they embed experimental subjects within an au- thority relation whereby the leader, charismatic or not, is nonetheless a hierarchical superior (Howell & Frost, 1989). This internal focus is also present in current theory regarding CEO charisma (Waldman & Yammarino, 1999), which centers on the effects of charisma on close and distant subordinates. The direct interaction of the CEO with the former results in heightened cohesion and effort among top executives, which then “cascades” down to more distant subordinates through role-model- ing behaviors. Furthermore, as a consequence of charismatic attributions stemming from CEO behaviors, distant subordinates experience heightened motivation, commitment, and strong organizational identification. Thus, CLT has brought the charismatic phenomenon entirely 1050 OctoberAcademy of Management Review
  • 3. within the boundaries of the organization, shift- ing the focus “from meta and macroleadership to microleadership” (Shamir, 1995: 20). As a co- ordination mechanism, CLT’s charisma operates within rational-legal authority, rather than in opposition to it, as Weber postulated. An exception outside the CLT domain is Meindl and Thompson’s (2004) theory of CEO charisma as a social representation constructed by the media that reifies firms and provides explanations for organizational performance. These researchers suggest that CEO charisma is a publicly created persona symbolizing con- trol over organizational performance—a simpli- fied archetypical image that results from the celebration and romance of leadership: “The pinnacle of leadership celebration occurs with the imputation of a CEO as ’charismatic’” (Meindl & Thompson, 2004: 18). As with reputa- tions in general, such CEO images have distrib- utive and collective properties that change over time. Initially, media constructions are gener- ally unstructured and unorganized, but as inter- est builds, more accounts appear and a conver- gence occurs, aided by cross-referencing and confirmation from similar others (Pfeffer, 1981). In short, the view here is that CEO charisma is an attribution created by observers’ explana- tions of organizational performance, a process rife with the “belief that individuals determine the fate of organizations” (Chen & Meindl, 1991: 524). Limited research regarding CEO charisma has been conducted within CLT, yet its evidence suggests that CEO charisma contributes to or- ganizational effectiveness through relation- ships both internal and external to the organi- zation (Flynn & Staw, 2004; Tosi et al., 2004; Waldman et al., 2001). Waldman et al. (2001) found that CEO charisma is related to an inter- nal indicator of firm performance (return on sales) under conditions of perceived environ- mental uncertainty. Tosi et al. (2004) found that charismatic CEOs outperform their industry peers on an external indicator of performance (shareholder returns) under conditions of per- ceived environmental uncertainty, but not inter- nally (return on assets). And Flynn and Staw (2004) found that charismatic CEOs outperform their peers on both internal (return on sales) and external (shareholder returns) indicators and, also, that they may affect investor decision mak- ing in a simulation involving college under- graduate students. The dearth of theory as to the processes through which CEO charisma affects external aspects of organizational effectiveness, as well as the shortcomings of the current theoretical frameworks, is evident. CLT, with its exclusive focus on internal organizational members, pro- vides a great deal of understanding on the in- ternal aspects of this relationship but virtually neglects the external. Meindl and Thompson’s (2004) exclusive focus on attributions of CEO charisma provides a limited understanding of the relationship that CEO charisma has with organizations’ external environments, purpose- fully omitting any role that the “leader’s side” of the relationship may play toward these attribu- tions. Given these limitations in current theory, we now turn to developing an understanding of the processes through which CEO charisma af- fects external stakeholders. In so doing, we rec- ognize the complexity and multidimensionality of organizational effectiveness (Meyer & Gupta, 1994), but we focus exclusively on this external aspect of the CEO charisma-organizational ef- fectiveness linkage with the hope of furthering this critical avenue of research. In the next sec- tion we therefore examine some key differences between internal and external organizational participants. INSIDERS, OUTSIDERS, AND THE CEO In an effort to clearly identify the major differ- ences that exist between charismatic relation- ships within the organization and those in the external environment, we treat internal (“insid- ers”) and external (“outsiders”) stakeholders as ideal types (Roach & Bednar, 1997), stressing their respective differences and emphasizing their internal homogeneity.1 As Table 1 sug- gests, insiders and outsiders differ along three main dimensions; the first reflects differences in motivations between insiders and outsiders, 1 We recognize, however, that, in reality, both insiders and outsiders comprise different subpopulations with di- verse social characteristics, roles, and cognitive frames (DiMaggio, 1997; Powell & DiMaggio, 1991; Waldman & Yam- marino, 1999), which may lead to similarities between them, as well as some degree of internal heterogeneity. Empirical research should specify, on a case-by-case basis, the degree to which the ideal type approximates reality. 2006 1051Fanelli and Misangyi
  • 4. whereas the second and third distinguish the contexts where charisma operates. The first row of Table 1 suggests an important difference between insiders and outsiders— their motivation.2 Once they decide to join the organization, insiders contribute to organization- al effectiveness via their decision to produce (March & Simon, 1958), which is what CEOs must affect in order to achieve task performance and, ultimately, (internal) effectiveness. Insiders’ de- cision to participate is also relevant to the CEO but, once made, is less of an issue compared to their motivation to produce (Barnard, 1938). In- deed, the “internal focus” of CLT centers on this question. Outsiders, however, contribute pri- marily to organizational effectiveness via their decision to participate, which corresponds to supplying the organization with resources, based on an evaluation of whether participation helps to achieve their goals, as well as an eval- uation of the organization’s legitimacy (Barnard, 1938; Pfeffer & Salancik, 1978). Examples include shareholders’ contribution to organizational success in their decision to purchase the firm’s stocks and customers’ decision to purchase the firm’s products. The second row of Table 1 outlines a key dif- ference contextually between insiders and out- siders. Insiders are subordinates in a hierarchi- cal structure that endows CEOs with rational- legal authority. CEOs enjoy no such authority over outsiders, however, since outsiders interact with the CEO within a network structure of nonhierarchical relations. As Simon puts it, “Of all the modes of influence, authority is the one that chiefly distinguishes the behavior of indi- viduals as participants of organizations from their behavior outside such organizations” (1945: 177). This relational difference has an important consequence: because their power over outsid- ers is relatively unstructured and unpredictable, CEOs must resort to influence mechanisms, par- ticularly symbolic management. Symbolic action, which is used to influence the attitudes, beliefs, perceptions, or values of stakeholders, is “important in the exercise of power” (Pfeffer, 1981: 184). Thus, with respect to insiders, symbolic management supplements CEOs’ rational-legal authority (i.e., the “addi- tive” nature of transformational over transac- tional leadership; Bass, 1985) and, perhaps more important, may serve to obfuscate CEO abuse of power (Pfeffer, 1981). Among outsiders, in con- trast, symbolic management represents a pri- mary means by which executives attempt to but- tress their relatively less powerful position (Pfeffer, 1981)—for example, by convincing shareholders to delay selling stock despite the availability of more attractive alternatives (Zajac & Westphal, 1995) or by managing public perceptions of their organization’s effectiveness (Elsbach, 1994; Elsbach & Sutton, 1992; Elsbach, Sutton, & Principe, 1998; Staw, McKechnie, & Puffer, 1983; Sutton & Kramer, 1990). Although symbolic management may be deceptive, this is not always the case. Symbolic behaviors are core to charismatic leadership (Conger & Ka- nungo, 1998; Gardner & Avolio, 1999), and they may help the CEO obtain commitment from powerful external audiences in critical moments of the organization’s life (Arnold, 1988; Cheney & Christensen, 2001; Hambrick & Fukutomi, 1991). For example, Lee Iacocca’s vision and testimony before Congress generated confidence and the legitimacy necessary to help save Chrysler (Ia- cocca & Novak, 1984). The last dimension portrayed in Table 1 refers to the salience of CEO communications to insid- ers versus outsiders. Communication is central to charisma (Gardner & Avolio, 1998), and the communication networks that CEOs establish with insiders differ from those established with outsiders. Insiders are relatively “captive” to the CEO, whose communications will, at all times, capture the attention of subordinates, regard- 2 This discussion builds on March and Simon’s (1958) con- cepts of motivation to participate and motivation to produce. Briefly, the former “is the decision to participate in the or- ganization—or to leave the organization. The second is the decision to produce or to refuse to produce at the rate de- manded by the organization hierarchy” (March & Simon, 1958: 67). TABLE 1 Differences Between Internal and External Stakeholders Dimension Insiders Outsiders Motivation relevant to CEO Decision to produce Decision to participate Relationship with CEO Hierarchical Network Salience of CEO communications Captive Competitive 1052 OctoberAcademy of Management Review
  • 5. less of the “social distance” (Shamir, 1995). In contrast, the volatile communication networks of the external environment are “competitive” in nature. At any point in time, multiple actors evaluate multiple firms and multiple leaders (Thompson, 1967; Zuckerman, 2000). Thus, from the viewpoint of the leader, outsiders’ attention must be won. This difference between internal and external networks leads to an interesting paradox: where symbolic action is the primary means of success (among outsiders), CEO com- munication is not very salient—it is not neces- sarily readily noticeable. Yet, among insiders, where symbolic management is secondary to legitimate authority, the CEO’s message is very salient. In summary, the three dimensions show that the internal and external environments of orga- nizations are rather different. In the latter, the central issue, with regard to organizational ef- fectiveness, is to affect outsiders’ decision to participate. This is a difficult task for the CEO, for authority is not available, and multiple (and potentially equally attractive) alternatives ren- der evaluation “an interpretive exercise” (Zuck- erman, 1999: 1431) for outsiders. Despite these differences, both insiders and outsiders strive to develop an understanding of the world around them. CEOs provide sensemaking and meaning for organizational action in an attempt to satisfy this necessity (Pondy, 1978; Weick, 1979), which is “directed both internally, to produce orga- nized and committed collective action, and ex- ternally, as part of a process of legitimating the organization” (Pfeffer, 1981: 188). Charismatic behaviors and symbolism allow the CEO to cre- ate “meaning that inspires others to pursue their vision” (Gardner & Avolio, 1998: 33). Further- more, CEO charisma increases an awareness of the CEO and the organization in the external environment. Ultimately, these features of CEO charisma increase outsiders’ identification with, and participation in, the organization. We now propose a theory of CEO charisma to account for such effects, leaving aside the effects on insid- ers amply discussed in the CLT literature (e.g., Waldman & Yammarino, 1999). CEO CHARISMA AND EXTERNAL STAKEHOLDERS As with insiders, CEO charisma has its effects on external stakeholders primarily through the identification process. In order to reduce com- plexity, outsiders try to distill what defines an organization, what about the organization per- sists over time and across interactions, and what distinguishes it from other organizations (Rindova & Fombrun, 1998). An organization’s core, enduring, and distinctive characteristics influence identification with the organization (Albert & Whetten, 1985), and such identification, in turn, affects outsiders’ decision to participate (Dukerich, Golden, & Shortell, 2002). As an exam- ple, Scott and Lane offer the Body Shop, whose customers identify with and thus participate in the organization “because they define both themselves and the Body Shop as animal rights supporters” (2000: 49). CEO charismatic behaviors and symbolism— strong values, vision for the future, unconven- tional and risk-taking behaviors—serve to in- crease identification among external stakeholders with CEOs and, by extension, their organizations. CEOs, as “the most visible members of an organi- zation, give a face to an otherwise abstract social category, resulting in outsiders’ viewing manag- ers as the organization” (Scott & Lane, 2000: 47). The following description of Nucor Corporation, based on its CEO, John Correnti, exemplifies well this overlap between the image of the CEO and the image of the organization: Key to Nucor’s success has been the company’s willingness to take risks. While John Correnti was the general manager at Nucor Plymouth and Nu- cor Yamato, he developed a reputation for taking risks. . . . ‘In this life, it’s big risk, big reward,’ Correnti says. ’You can’t have a fear of failure’ (Iron Age New Steel, 1998: 56; emphasis added). Thus, CEO charisma encompasses the transfor- mation of the CEO into a symbol of the organi- zation (Meindl & Thompson, 2004). Similar to, and in conjunction with, organizational identity, it affords outsiders with a cognitive shortcut that allows them to reduce their evaluative uncer- tainty by triggering identification with the CEO and organization. Figure 1 depicts the process through which CEO charisma affects two categories of outsid- ers: external stakeholders and institutional in- termediaries. The former control and exchange resources vital to organizations, and it is their decision to participate that is of ultimate con- cern. The latter are interested observers (e.g., 2006 1053Fanelli and Misangyi
  • 6. media, stock analysts) who participate in the social construction of organizational and CEO images (Chen & Meindl, 1991; Deephouse, 2000; Meindl & Thompson, 2004; Rindova & Fombrun, 1998). These act not only as “mirrors of reality reflecting firms’ actions, but also act as active agents shaping information” (Fombrun & Shan- ley, 1990: 240). CEO charisma increases external stakeholders’ identification with organizations, which positively influences their decision to participate (Dukerich et al., 2002). It also influ- ences the images “refracted” by institutional in- termediaries, as well as organizational reputa- tions, in a favorable manner. Refracted images and reputations inform external stakeholders’ beliefs about how others perceive CEOs (and their organizations) and, thus, strongly shape their participation in, and identification with, organizations (Dutton, Dukerich, & Harquail, 1994). We first examine CEO charisma with respect to outsiders and its “direct” effects on external stakeholders. CEO Charisma and External Stakeholders’ Decision to Participate In defining CEO charisma, we build on CLT but recognize that “charisma may arise from the leader’s behavior, follower attributions, or some combination of the two” (Gardner & Avolio, 1998: 34; emphasis added). This view emphasizes that outsiders’ attributions of CEO charisma play an active role in constructing the charismatic rela- tionship (Gardner & Avolio, 1998; Meindl, 1995). Therefore, CEO charisma is a relationship be- tween the CEO and organizational participants that is a function of both the CEO and followers’ attributions of the CEO. As shown in Figure 1, the “leader’s side” of the CEO charismatic re- lationship comprises both CEO charismatic behaviors and the projection of CEO charis- matic images (CCI) through various forms of organizational discourse (i.e., advertising, firm logo, letters to shareholders, financial re- porting, press releases, public relations initi- atives, etc.). The former affect primarily insid- FIGURE 1 The Effects of CEO Charisma on External Stakeholders Note: Relationships not explored are depicted by dashed arrows (----‹). 1054 OctoberAcademy of Management Review
  • 7. ers (Waldman & Yammarino, 1999), the latter primarily outsiders. An essential difference from previous treat- ments is the importance that CCI play in the charismatic relationship. Organizational dis- course is a primary source of attributions for a vast majority of potential external stakeholders. Indeed, direct observation of a CEOs’ traits and behaviors is generally precluded (Rindova & Fombrun, 1998), as well as not efficient for out- siders in order to compare the firm with multiple competing alternatives. For example, although securities analysts occasionally experience di- rect contact with a CEO, such as via road shows or conference calls,3 evaluations are mainly based on organizational documents and com- munications (Clemente, 1988). Furthermore, leaders tend to restrict outsiders from directly observing their behaviors, for outsider scrutiny tends to distract resources, effort, and attention away from substantive activities (Sutton & Ga- lunic, 1996). Thus, given this lack of direct obser- vation, as well as the characteristics of the ex- ternal environment (i.e. “network” relationships, “competitive” salience), CCI are expected to be an effective means of influence, being analo- gous to, and often overlapping with, the strate- gic projections and organizational images un- derlying corporate reputations (Fombrun & Shanley, 1990), strategic positions (Rindova & Fombrun, 1998), and stakeholder identification with the firm (Scott & Lane, 2000). In terms of the actual content of the images, CCI refer to the degree to which organizational discourse describes CEOs and their visions in charismatic terms. Organizational discourse de- scribing the persona of the CEO in terms of exceptional qualities, such as the CEO’s ex- traordinary emotional expressiveness, self- confidence, self-determination, and high energy level (House, 1977), as well as accounts of excep- tional behaviors, such as those “involving great personal risk, cost and energy” (Conger & Ka- nungo, 1998: 56), should lead to attributions of charisma and identification. Attributions of cha- risma and identification may also result from organizational discourse portraying the CEO’s vision in charismatic terms (Conger & Kanungo, 1998): an evaluation of the status quo that dele- gitimizes the past and emphasizes the need for radical change, the formulation and articulation of organizational goals using ideologically and morally laden statements that emphasize the positive aspects of the CEO’s vision and its con- trast with the status quo, and a description of the means to achieve the vision that expresses the CEO’s concern for internal or external stake- holders. As Figure 1 depicts, CEO charisma, primarily through CCI, directly influences external stake- holders’ identification, which, in turn, affects their decision to participate, for several reasons. First, external stakeholders’ evaluations are subject to the romance of leadership (Meindl, Ehrlich, & Dukerich, 1985; Meindl & Thompson, 2004), to which CEO charisma and the charis- matic leadership qualities portrayed in pro- jected CCI play very well. Second, the archetypi- cal nature of CEO charisma (Shamir, 1995; Steyrer, 1998) is attractive to external stakehold- ers, since such archetypes help to reduce uncer- tainty regarding organizations’ attributes in the minds of external participants, especially in en- vironments characterized by high ambiguity (Meyer & Gupta, 1994). Third, charismatic sym- bolism increases the organization’s visibility and its distinctiveness in the face of competi- tion, thereby increasing outsider identification (Dutton et al., 1994). Finally, the vision and val- ues conveyed by charismatic symbolism favor- ably affect the organization’s legitimacy, and therefore identification, among outsiders (Scott & Lane, 2000). Before turning to a discussion of the “indirect” effects of CEO charisma, it is worth noting that, although recognized by the dotted lines in Fig- ure 1, several relationships internal to the orga- nization are not examined here. For example, executives may use projected images such as CCI to influence internal perceptions of organi- zational identity (Gioia & Thomas, 1996). Also, the charismatic images projected by discourse may potentially become decoupled from the ac- tual behaviors of the CEO. Finally, in situations where outsiders interact with insiders (e.g., sup- pliers interacting with top managers), the iden- tification created by charismatic CEOs among 3 We in no way mean to disregard the important external roles played by the CEO in those instances where outsiders directly observe CEO behaviors (e.g., spokesperson, liaison, and figurehead roles; Mintzberg, 1973). We expect that pre- vious treatments of CEO charisma (Waldman & Yammarino, 1999) apply under such circumstances, especially because CEO behavior is likely to be carefully scripted on such occasions (Gardner & Avolio, 1998). 2006 1055Fanelli and Misangyi
  • 8. organizational members (Shamir et al., 1993) in- creases the likelihood of external stakeholder identification (Dutton et al., 1994; Scott & Lane, 2000). CEO Charisma, Refracted CEO Images, and Organizational Reputations The beliefs that external stakeholders have about how others perceive CEOs and their firms directly affect their decision to participate in, as well as their identification with, those organiza- tions (Dukerich et al., 2002; Zuckerman, 1999). Refracted CEO images produced both by insti- tutional intermediaries’ and organizational rep- utations influence these beliefs. The former make the organization more noticeable among external stakeholders (Deephouse, 2000) and more credible, since refracted images are “cre- ated” by third parties (Rindova & Fombrun, 1998). The latter result cumulatively from imag- ery and direct experiences with organizations (Rindova & Fombrun, 1998), signal organization- al legitimacy (Rao, 1994), and stabilize interac- tions between the organization and external stakeholders (Fombrun, 2001). Thus, when favor- able, both refracted images and organizational reputations lead to increased external stake- holder identification with the organization and, thus, to greater participation (Deephouse, 1996). Given the legitimacy conferred by favorable re- fracted images and reputations, and their cred- ibility, they also directly affect external stake- holders’ participation (see Figure 1). CEO charisma influences institutional inter- mediaries’ refracted images and organizational reputations in several ways. First, projections of CEO charisma increase the favorability of re- fracted images and organizational reputations, as well as the likelihood of intermediary cover- age of the organization. CCI play very well to the “charismatic archetyping” that occurs in the refraction process, wherein the CEO image con- structed by institutional intermediaries, “how- ever celebrated and glorified, is conceived out of the desire for a world in which human agency reigns supreme, and capricious and dangerous forces are held in check” (Meindl & Thompson, 2004: 29). Second, the archetypical nature of CCI affords organizations that project them some in- fluence (Hogg, 2001) over the constructions put out by intermediaries within the business com- munity (Chen & Meindl, 1991), given the appetite for such images. Third, the attention garnered for organizations by CEO charisma among insti- tutional intermediaries also raises the visibility of these organizations and all of their partici- pants. Furthermore, reputational rankings make status orderings in organizations’ environments highly visible (Rindova & Fombrun, 1998), and CEO charisma serves to increase organizations’ standings in such rankings. Thus, the effects that projections of CEO charisma have on insti- tutional intermediaries and organizational rep- utations (favorability, coverage, visibility, sta- tus) work to increase awareness of organizations, as well as organizations’ attractiveness, among external stakeholders, and thus identification (Ashforth & Mael, 1989). Besides influencing the actual content of the refracted images, CEO charisma affects the variance among images constructed by different intermediaries, which, in turn, has an effect on organizational reputation. Cognitive categoriza- tion processes (Phillips & Lord, 1982) operate to increase the convergence of institutional inter- mediaries’ refracted images in a manner favor- able to the firm. Convergence across intermedi- aries in portraying the CEO increases the awareness of the persona and vision among cur- rent and potential external stakeholders and, therefore, reinforces the direct effect of CEO cha- risma on outsider identification. As Goffman (1959) noted, external observers are aware that acts of self-presentation on the part of a subject are driven by self-interest and, therefore, might not be an accurate description of the “true” char- acteristics of the person. Thus, convergence among multiple intermediaries serves to corrob- orate and strengthen the credibility of the CEO’s projected image, increasing the probability of outsider identification (Ashforth & Mael, 1989) and participation. Certain forces, however, also play a role in these effects. First, organizational performance is a major determinant of both refracted images and reputations (Fombrun & Shanley, 1990; Meindl & Thompson, 2004). Superior perfor- mance tends to reinforce the CCI projected by organizations; inferior performance does not. Second, refracted images and reputations exist within competitive networks (i.e., industries) and develop over time, depending on competi- tors’ images and reputations (Meindl & Thomp- son, 2004). Because charisma is a state of ex- traordinariness, the number of charismatic 1056 OctoberAcademy of Management Review
  • 9. constructions by intermediaries is limited within any competitive domain: “There is only so much charisma ’fairy dust’ to go around, and the more it is sprinkled on one or a few CEOs, the less there is to sprinkle on the others” (Meindl & Thompson, 2004: 21). This suggests that, although many organizations may project CCI, only a few CEOs will be endowed as char- ismatic by institutional intermediaries. The “Dark Side” of CEO Charisma So far, we have described the benefits of CEO charisma for organizations with the assumption that charismatic CEOs are concerned with the achievement of organizational goals and that these CEOs empower stakeholders to formulate and achieve these goals (socialized power mo- tivations; Howell, 1988; Waldman & Yammarino, 1999). Given this assumption, CEO charisma may have long-term positive effects on organi- zational effectiveness owing to its effects on in- ternal performance (Lowe, Kroeck, Sivasubra- maniam, 1996) and on external relationships (Collins & Porras, 1995; Selznik, 1957). Stake- holder identification with charismatic CEOs who have personalized power motives, however, may potentially be detrimental to the organiza- tion and its stakeholders. Leaders with person- alized power motivations are concerned with their personal goals and, thus, tend to pursue goals based on their own private motives (House & Howell, 1922; Howell, 1988; McClelland, 1970), and they are more likely to employ impression management and deception in pursuit of those goals (Bass & Steidlmeier, 1999; Howell, 1988). Richard M. Scrushy, the charismatic former CEO of HealthSouth Corporation, provides an example. The strong identification he achieved among internal and external stakeholders al- lowed him to foster a culture of greed and fraud that ultimately led to the bankruptcy of the or- ganization, along with the ruin of many of its stakeholders and the community within which it was embedded (Michaels, Roth, & Liu, 2003). Thus, the beneficial effects of personalized char- ismatic CEOs may be shorter in duration and, above all, may reverse their course rather dras- tically after some time; as the scandal surround- ing Richard Scrushy and HealthSouth demon- strates, facts have a way of catching up with charismatic CEOs who pursue personal goals that are detrimental to the organization and its stakeholders. IMPLICATIONS FOR RESEARCH The preceding framework suggests several implications for future research on CEO cha- risma. First, because “bringing out” charisma entails studying the charismatic images pro- jected by organizational discourse among out- siders, future research in this area will require new measurement tools. Conventional surveys can and should be supplemented by “content analysis of speeches and other communications, as well as by verification of consistency in sto- ries about the CEO as told by distant organiza- tional members” (Waldman & Yammarino, 1999: 281). Discursive materials conveying CCI could be analyzed with one of the various methods of discourse analysis, such as content analysis (Weber, 1988) or quantitative, text-based mea- sures. For example, thematic text analysis would allow the measurement of CCI as the frequency of occurrence of charismatic expres- sions within a text (Popping, 2000). Far from be- ing merely an issue of measurement, the devel- opment of discourse-based measures of charisma would open up research into the di- mensionality of the construct itself, possibly al- lowing the identification of different facets of charisma and their interrelationships. Second, the above framework suggests that the archetypical nature of CEO charisma in- creases external stakeholder identification with the CEO and organization because it reduces outsiders’ uncertainty about the organization, provides a basis for evaluating legitimacy, and increases both the attractiveness and aware- ness of the organization. Ultimately, such iden- tification increases external stakeholders’ moti- vation to participate in the organization. This suggests that the relationship between CEO charisma and external stakeholders’ participa- tion is mediated by external stakeholders’ or- ganizational identification. Future research is needed to determine whether external stake- holders identify with charismatic CEOs and whether such identification is indeed associ- ated with participation in organizations. Third, as Figure 1 depicts, there are several relationships to be investigated with regard to the refracted images constructed by institu- tional intermediaries, as well as organizational 2006 1057Fanelli and Misangyi
  • 10. reputations. In future research scholars can ex- amine whether CCI influence institutional inter- mediaries in a manner that is favorable to the organization. For example, securities analysts play a very significant role in the stock market as conveyors of information and investment suggestions to investors (Zuckerman, 1999); thus, researchers could examine whether analyst rat- ings and recommendations are more favorable for organizations that project CCI. With regard to the media, researchers could study whether the business press reproduces the charismatic discourse put out by organizations. In this case, researchers could repeat the text analyses used to measure CCI with different texts and could measure the similarity between the different texts in terms of their insistence on the persona and vision of the CEO. We also suggested that CCI result in a convergence of images among institutional intermediaries; thus, researchers could examine the effect that CCI have on the variability of institutional intermediaries’ as- sessments. Finally, since CCI should have a fa- vorable effect on organizational reputations, re- searchers could examine what, if any, effect CCI have on reputational rankings, such as For- tune’s annual survey of America’s Most Admired Corporations. Fourth, although several relationships de- picted in Figure 1 are beyond the purview of this paper, future research and theory regarding these relationships are warranted. For instance, studies of symbolic management (e.g., Elsbach, 1994; Elsbach & Sutton, 1992; Pfeffer, 1981; Salan- cik & Meindl, 1984; Staw et al., 1983; Zajac & Westphal, 1995) suggest that the CEO charis- matic imagery projected by organizations may become decoupled from CEO charismatic be- haviors. The result may be that external stake- holders’ identification and participation in the organization will be under false pretenses. Fu- ture research is needed to examine whether or- ganizations with noncharismatic CEOs project CCI in their discourse and, if so, whether they favorably influence institutional intermediaries’ constructions and the attributions of external stakeholders to achieve external stakeholder identification with and participation in the or- ganization. This could be accomplished by ob- taining conventional measures of CEO charis- matic behaviors (e.g., Multifactor Leadership Questionnaire; Avolio, Bass, & Jung, 1999), as well as measuring the CEO charismatic images portrayed in organizational discourse in a man- ner as described above. CONCLUSION For today’s corporations, external actors are very important (Davis & McAdam, 2000; Elsbach, 1994; Hirsch, 1986; Zuckerman, 1999, 2000), and, thus, CEOs’ management of their organizations’ external environments is a legitimate and im- portant object of study. As such, CEO charisma presents a major opportunity for researchers to rehabilitate “a line of inquiry set adrift by orga- nization theory in its formative years: the study of how organizations affect the social systems in which they are embedded” (Stern & Barley, 1996: 146). Charismatic leadership theory has been successful in showing that charisma is an effec- tive coordination mechanism operating within hierarchical authority. Yet its focus on “superior- subordinate relationships” (House & Aditya, 1997: 465) makes it ill-equipped for inquiries out- side the organization’s boundaries. Our theory of the external effects of CEO cha- risma attempts to extend current views and to “bring out” CEO charisma as a means of influ- ence in the unstructured relationship between the CEO and external stakeholders. Affording the CEO the needed salience in the competition for outsiders’ attention and evaluation, cha- risma increases the likelihood of external stake- holders’ identification with and participation in the organization. Furthermore, within the exter- nal environment, CEO charisma operates mainly through charismatic images projected by discourse. Therefore, future research should focus on these images in order to untangle the effects of CEO charisma on key outsiders and, ultimately, on organizational effectiveness. REFERENCES Albert, S., & Whetten, D. 1985. Organizational identity. Re- search in Organizational Behavior, 7: 263–295. Arnold, J. E. 1988. Communications and strategy: The CEO gets (and gives) the message. Public Relations Quar- terly, 33(2): 5–14. Ashforth, B. E., & Mael, F. 1989. Social identity theory and the organization. Academy of Management Review, 14: 20– 39. Avolio, B. J., Bass, B. M., & Jung, D. I. 1999. Re-examining the components of transformational and transactional lead- ership using the Multifactor Leadership Questionnaire. 1058 OctoberAcademy of Management Review
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