How corporations overcome issue illegitimacy and issue equivocality to address social welfare: The role of the social change agent

This article explores how corporations overcome the challenges of issue illegitimacy and equivocality when addressing social welfare. These concepts refer to the stigma and ambiguity often surrounding social issues that fall outside traditional corporate missions. The author proposes that embedding internal "social change agents " within companies can help navigate these barriers. These individuals act as champions who build legitimacy internally and externally, mobilize resources, and enable organizations to act decisively in socially beneficial ways. The paper contributes to institutional theory by showing how corporate actors adopt social causes and offers a strategic model for engaging in complex social change efforts.