The purpose of this paper is to establish the importance and approaches in securing an organization's legitimacy from the network community of customers, suppliers and manufacturers, including private investors and state-owned institutions when marketing their products. The paper presents an...

Purpose – The purpose of this paper is to establish the importance and approaches in securing an organization's legitimacy from the network community of customers, suppliers and manufacturers, including private investors and state‐owned institutions when marketing their products....

Purpose – The purpose of this paper is to identify why and how organizational network legitimacy facilitates firms' access to knowledge networks and reciprocal knowledge exchange between stakeholders. Design/methodology/approach – The study involves a managerially oriented inductive...