Impression management strategies to gain regulatory approval

Using fuzzy-set Qualitative Comparative Analysis and data from the U.S. liquefied natural gas (LNG) import industry (2000−2013), I explore the complex configurations of conditions that impact regulatory approval and approval speed for a new venture's market entry. Rather than let conditions alone dictate outcome, firms use impression management strategies based on three types of rhetoric (persuasive, issue dissuasive, and detractor dissuasive), but these strategies are not always effective. I find an evasive strategy—avoiding any type of rhetoric—ensures faster regulatory approval under extremely favorable conditions, but is ineffective when community need is low, and there is either sustained community opposition or an adverse political climate. Conversely, an exuberance strategy, involving all three rhetorical types, ensures regulatory approval under adverse social conditions when supply conditions are favorable, but approval speed is slower. This research highlights the tangible but contingent impact of these impression management strategies on gaining regulatory legitimacy.