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| Author: | Lamberti, L. Lettieri, E. |
| Title: | Gaining legitimacy in converging industries: evidence from the emerging market of functional food |
| Journal: | European Management Journal
2011 : DEC, VOL. 29:6 p. 462-475 |
| Index terms: | emerging markets Italy stakeholders food industry |
| Freeterms: | industry convergence functional food |
| Language: | eng |
| Abstract: | In this article, the legitimation strategies implemented by two companies that entered the market of functional food in Italy is analyzed. Findings indicate that legitimation strategies consisted of pragmatic, moral and cognitive traits, but that moral and cognitive traits were pre-eminent. Legitimacy was tried to achieve through peculiar cross-legitimation strategies. The article indicates that legitimation is path-dependent also in converging industries and firms should consider their legitimacy legacy when entering a converging market. |
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