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However, there is insufficient evidence in prior literature to confirm the existence of such patterns. Following institutional theory, we examined website structures of firms. We selected industry sectors and firm reputation levels as institutional forms. Based on a sample of 28 Fortune 500 firms, we conducted content analysis using a descriptive taxonomy provided by Piccoli et al. (2004). The results revealed 1) that websites of firms are isomorphic within an industry sector, but polymorphic across industry sectors, and 2) websites of firms do not differ across reputation levels. 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R . \" A Content Analysis of the Mission Statements of United States Firms in Four Industries ,\" International Journal of Management ( 23 : 2 ) 2006 , pp 296 -- 301 . Peyrefitte, J., and David, F. R. \"A Content Analysis of the Mission Statements of United States Firms in Four Industries,\" International Journal of Management (23:2) 2006, pp 296--301.","journal-title":"International Journal of Management"},{"key":"e_1_2_1_51_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.0011-7315.2004.02620.x"},{"issue":"3","key":"e_1_2_1_52_1","doi-asserted-by":"crossref","first-page":"38","DOI":"10.1177\/0010880401423004","article-title":"The Customer-Service Life Cycle: A Framework for Improving Customer Service through Information Technology","volume":"42","author":"Picolli G.","year":"2001","unstructured":"Picolli , G. , Spaling , B. 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