Impression management strategy is an important way to cope with the stigma of failed entrepreneurial firms. However, most existing studies only focused on the process of impression management with a single strategy. Few studies have provided a systematic theoretical explanation on how to use different types of impression management strategies to cope with stigma. To fill this theoretical gap, a two-path model of impression management of entrepreneurial failure stigma was constructed, based on the two-component model of impression management. In addition, the mechanism of impression management strategy selection for failed entrepreneurial firms to cope with stigma was discussed. The findings of the theoretical model reveal two paths for the stigma management strategy of failed entrepreneurial firms: “avoidance motivation → defensive strategy of impression management” and “diluted motivation → acquisitive strategy of impression management.” Moreover, in the selection mechanism of strategy, the formation of impression motivation is affected by the stigma type of entrepreneurial failure, the social status of the firm organization, and the degree of stigma threat. In the face of justifiable stigma, the failed entrepreneurial firms form the avoidance motivation and then implement a defensive strategy of impression management. High social status firms adopt an acquisitive strategy of impression management to cope with the negative impact of entrepreneurial failure stigma. As the threat level of entrepreneurial failure stigma increases, the dilution motivation of the failed entrepreneurial firms to stigma becomes stronger, and the firms are more likely to adopt the acquisitive strategy of impression management. The two-path theoretical model provides decision support for failed entrepreneurial firms to formulate stigma management strategies and expands the research scope of entrepreneurial failure stigma.
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