Legitimation Strategies of Transnational Private Institutions: Evidence From the International Organization for Standardization

ABSTRACT Transnational private institutions (TPIs) operate at the intersection of technocratic efficiency and democratic accountability, raising important questions about when and why they adopt particular legitimation strategies. This study theorizes and empirically examines the role of regulatory issue area as an explanatory variable by analyzing the legitimation strategies of a prominent TPI: the International Organization for Standardization (ISO), which presents a unique case due to its expansion from technical to societal standard‐setting. Drawing on a two‐dimensional conceptual framework from the literature on international organizations and a novel dataset covering ISO's full standard portfolio, the study shows that ISO's legitimation strategies vary systematically depending on whether a standard addresses societal or physical issue areas. These findings reinforce the argument that issue area shapes the use of democratic and technocratic legitimation strategies among TPIs. The insights are especially relevant as TPIs increasingly engage in the governance of societal concerns, a development that, as this study suggests, significantly shapes how they seek legitimacy and merits further scholarly attention.