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2019 | OriginalPaper | Buchkapitel

8. Websites and the Discursive Legitimation of New Ventures: Embracing Conformity and Distinctiveness

verfasst von : Fernando Pinto Santos

Erschienen in: Materiality in Institutions

Verlag: Springer International Publishing

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Abstract

New ventures need to be regarded as legitimate organizations in their fields in order to gain the support of audiences such as investors and potential new employees. However, while these new organizations must conform to their environment in order to comply with institutional expectations, they must also differ from this environment to be regarded as plausible. Building on the case of a new venture in the mobile game industry, Santos addresses how entrepreneurs handle the tension between conformity and differentiation, when discursively striving for the legitimation of their new firms. Santos demonstrates that the new venture employs discursive strategies based on morality, rationality, exemplification, narrativization and naturalization. The same discursive strategies are employed to both conform to and differentiate from the institutional context, and legitimation is claimed in explicit and implicit ways. Santos also highlights the materiality of discourses and suggests that websites are particularly well suited to instantiate and widely spread the legitimation efforts of new ventures, holding the potential to influence the discursive constructions of institutional fields.

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Titel: Websites and the Discursive Legitimation of New Ventures: Embracing Conformity and Distinctiveness
verfasst von: Fernando Pinto Santos
Verlag: Springer International Publishing
Buch: Materiality in Institutions
Print ISBN: 978-3-319-97471-2

Electronic ISBN: 978-3-319-97472-9

Copyright-Jahr: 2019
DOI: https://doi.org/10.1007/978-3-319-97472-9_8