Substantive rationality of impression management: An analysis of corporate reports of JBS

ABSTRACT Objective: To investigate the substantive rationality inherent to the practice of impression management (IM). Originality/value: Based on the taxonomy created by Merkl-Davies and Brennan (2011), it is analyzed: 1. the discussion under the sociological perspective; and 2. the actions of substantive rationality in the management of impressions that can manifest through actions of symbolic management. This study responds to the call of Merkl-Davies et al. (2011) by putting into practice an unconventional analytical model based on the use of the corporate reports (annual and sustainability) of the company JBS with special attention to the “Carne Fraca” [Weak Meat] Operation. Design/methodology/approach: A content analysis of the accounting narratives of JBS’ corporate reports between 2015 and 2018 was carried out. Findings: Accounting narratives suggest evidence of IM and substantive rationality. The preparers of the corporate reports used substantive rationality to legitimize the company’s actions, with the most significant manifestations of this practice in the 2017 report, the year of the “Carne Fraca” operation. The implications of this research lie in demonstrating evidence that guides companies regarding the use of accounting narratives to convince society of their actions as consistent with the structure of social rules and norms. Furthermore, we emphasize that the accounting narratives must be analyzed with caution since they can be elaborated under the influence of the manager’s opportunistic behavior.

摘要
研究目标：探究印象管理（impression management）实践所内在蕴含的实质合理性（substantive rationality）。
原创性与价值：本研究基于Merkl-Davies与Brennan（2011）提出的分类体系（taxonomy），从两大维度展开分析：1. 社会学视角下的相关讨论；2. 可通过符号管理（symbolic management）行为体现的印象管理实践中实质合理性的运作逻辑。本研究响应了Merkl-Davies等人（2011）的研究呼吁，以JBS公司的年度报告与可持续发展报告为分析样本，实践运用非常规分析模型，并特别聚焦“弱肉行动（Carne Fraca）”事件。
研究设计与方法：本研究对JBS公司2015至2018年间发布的企业报告中的会计叙事（accounting narratives）内容开展内容分析（content analysis）。
研究发现：会计叙事文本可佐证印象管理与实质合理性的存在。企业报告编制者借助实质合理性对公司行为进行合法化包装，其中该实践的最显著体现出现在2017年——即“弱肉行动”发生的年份。
本研究的启示在于，其提供的实证证据可为企业提供指导：企业可借助会计叙事向社会证明其行为符合社会规则与规范体系。此外，本研究强调，对会计叙事的分析需保持审慎，因其可能在管理者机会主义行为（opportunistic behavior）的影响下编制而成。