# How Walgreens Used Myths to Maintain Internal Legitimacy Amid Contradictions A narrative approach reveals how organizations sustain legitimacy through polyphonic myths. - **Source:** [Journal of Management Studies](https://onlinelibrary.wiley.com/journal/14676486) - **Published:** 2026-09-10 - **Topic:** [Leadership](https://brifing.si/c/leadership) - **Original article:** - **On Brifing:** https://brifing.si/s/a3645a2d-69eb-4dec-ba8d-209de11387d0 ## The Challenge of Internal Legitimacy Organizations with deep contradictions often struggle to maintain internal legitimacy among members. Walgreens, a Fortune 500 retail pharmacy, faced this challenge as its official narratives clashed with employees' personal experiences. This case study explores how such companies use narrative strategies to bridge these gaps. The research focuses on how myths help employees reconcile contradictions in organizational messaging. ## Narrative Polyphony in Organizations The study reveals that internal legitimacy isn't a binary state but a polyphony of competing narratives. Employees simultaneously hold multiple, sometimes contradictory views about their organization's practices. At Walgreens, these ranged from full acceptance to quiet skepticism. The research shows how organizations manage this narrative complexity without suppressing diverse perspectives. ## Myths as Coping Mechanisms Walgreens developed organizational myths that framed contradictions as temporary challenges. These narratives projected a future where current inconsistencies would be resolved satisfactorily. For example, myths about 'transition periods' helped employees tolerate present mismatches between rhetoric and reality. This approach made contradictions psychologically manageable for staff. ## Temporal Framing in Myths Effective organizational myths use temporal framing to maintain legitimacy. Walgreens' narratives positioned current contradictions as necessary steps toward a better future. This 'temporary sacrifice' narrative helped employees justify present challenges. The study found such time-bound framing crucial for sustaining commitment during difficult transitions. ## Durability of Narrative Legitimacy Contrary to viewing legitimacy as a depletable resource, the research shows its narrative basis makes it surprisingly durable. Even when employees recognize contradictions, well-constructed myths maintain sufficient legitimacy for operations to continue. Walgreens maintained productivity despite ongoing narrative tensions through this dynamic stability. ## Practical Implications for Leaders The findings suggest leaders should acknowledge rather than suppress narrative diversity. Attempts to enforce single 'correct' narratives often backfire. Instead, developing inclusive myths that validate multiple perspectives proves more effective. This approach helps organizations navigate periods of significant change or contradiction. ## Limitations of Myth-Based Legitimacy While effective short-term, myth-based legitimacy has limits. If promised resolutions don't materialize, narratives lose credibility. Walgreens faced this risk when temporary contradictions became permanent features. The study warns against over-relying on myths without substantive organizational changes to address root causes. ## New Framework for Organizational Legitimacy This research proposes a narrative-based model of legitimacy as an alternative to traditional resource-based views. It demonstrates how organizations can maintain functionality despite internal contradictions through carefully managed polyphony. The Walgreens case offers valuable insights for any large organization navigating complex change processes. ## Sources covering this story - https://onlinelibrary.wiley.com/doi/10.1111/joms.70155?af=R — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._