Legitimizing Innovative Ventures Strategically – The Case of Europe's First Online Pharmacy

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Author(s): Andreas Kuckertz (University of Duisburg-Essen, Germany)and Karsten Jörn Schröder (University of Duisburg-Essen, Germany)
Copyright: 2010
Pages: 15
Source title: E-Entrepreneurship and ICT Ventures: Strategy, Organization and Technology
Source Author(s)/Editor(s): Tobias Kollmann (University of Duisburg-Essen, Germany), Andreas Kuckertz (University of Duisburg-Essen, Germany)and Christoph Stöckmann (University of Duisburg-Essen, Germany)
DOI: 10.4018/978-1-61520-597-4.ch005

Keywords: Business & Management / Business Science Reference / E-Business / Entrepreneurship & Innovation

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Abstract

Organizational legitimacy is a key resource that is necessary for every venture to acquire other crucial resources, which will subsequently stimulate growth. The authors illustrate this legitimacy-growth relationship by analyzing the case of Europe’s first online pharmacy DocMorris. Given that this ICT venture started as extremely illegitimate, this case provides a rich background to identify various strategies that are potentially helpful to enhance a venture’s level of legitimacy. Building on interview data collected from the firm’s key actors, the authors are able to show how the perception of a firm’s legitimacy from the viewpoint of various internal and external stakeholders can be managed strategically.

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