Gaining Customer Perceived Cognitive Legitimacy in New Venture Settings

Young companies are important for economic growth. Many of these start-ups develop new and innovative products. Because the product performance and the firm performance are highly correlated within the first years, the firm performance highly depends on the company’s first product success. The first product success decides about success or failure of the company. To overcome this risk of failure an enhanced legitimacy of the new venture is indispensable. Legitimacy consists of different dimensions, e.g. sociopolitical and cognitive legitimacy. For new ventures, the most important legitimacy dimension is cognitive legitimacy. To enhance this undeveloped dimension we have to concentrate on the interests of different stakeholder groups. The most important stakeholder group is customers, because they are the most significant external partner for new ventures.

Previous research discusses customer perceived cognitive legitimacy insufficiently. The question how a company can reach the customer perceived cognitive legitimacy remains open.

This question will be analyzed within two projects. Project one focuses on the operationalization of the customer perceived cognitive legitimacy construct. Project two discusses the influence of marketing instruments on customer perceived cognitive legitimacy. 

Presentations at conferences and seminars

  • Lohrmann, M., & Bayón, T. 2016. Scale development: Customer perceived cognitive legitimacy. Presented at the 38th ISMS Marketing Science Conference, Shanghai, China.

Cooperation partners