Mechanisms of Legitimation: The Social Foundations for the Adoption of Innovations in Marketing Practice

Abstrak

This literature study examines the critical role of legitimacy work in securing acceptance for new marketing practices. It argues that innovation in marketing is not merely a technical diffusion but a socio-political achievement requiring deliberate efforts to gain cognitive and social validation. The analysis unfolds at two interconnected levels. At the organizational level, legitimacy work involves tactical efforts such as reframing innovations to align with internal logics, building evidence through pilot projects and success narratives, forming advocacy coalitions, and managing delegitimizing threats. At the field level, legitimacy is constructed discursively for entire categories of practice through conceptual work by experts, dissemination of exemplars via trade media, normative debates, and formal institutionalization by professional associations. This dual-level process creates a legitimacy infrastructure that reduces uncertainty for potential adopters. The study concludes that the effectiveness of legitimacy work significantly determines the fate of marketing innovations, emphasizing that value creation must be coupled with persuasive social justification. Theoretical and practical implications for marketing scholars and practitioners are outlined.