Marketing illegitimacy within SMEs: learning triggers and influence on marketing communications

Abstract

In line with Institutional Theory, this study introduces the concept of marketing illegitimacy to critically investigate how SME owner/managers perceive the usefulness of marketing principles and practices. The study also investigates the antecedents and consequences of these perceptions. Firstly, the study hypothesizes that negative perceptions about marketing decrease when negative performance increases, entrepreneurs look for any possible solution to achieve their goals. Secondly, the study hypothesizes that a high level of marketing illegitimacy negatively influences SME owner/managers’ willingness to broaden the range of marketing communication activities. Building upon a sample of 78 companies, results confirm the validity and reliability of the measurement instrument and the two hypothesis, thus shedding some light on the underlining mechanisms of the marketing adoption pattern within SMEs. Theoretical and managerial implications of the findings are discussed and future research avenues are suggested.

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