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

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...