“…How these organizations are able to do so is capturing much interest. Answers put forward include 'opacity' (e.g., Briscoe & Murphy, 2012), various forms of 'concealment' (e.g., Hudson & Okhuysen, 2009;Vergne, 2012), 'substitution' (Okhmatovskiy & David, 2012), 'dilution' (Carberry & King, 2012;Sharkey, 2014), 'distraction' (Grougiou, Dedoulis, & Leventis, 2016), 'asset divestment' (Durand & Vergne, 2015), or, paradoxically, even the deliberate 'use' of that stigma (Helms & Patterson, 2014;Tracey & Phillips, 2016). Put more simply, organizations respond to being stigmatized in one of three ways -they use it, lose it, or conceal it.…”