Abstract
Using the lens of institutional theory and the legitimization construct, we discuss how new ventures select an organizational structure, how new ventures obtain legitimacy for their organizational structure, and change institutional norms. We examine how institutional forces may influence the organizational structure of new ventures in both established and new fields and discuss how institutional theory may provide an explanation of the organizational structures available to new venture firms entering into established business fields. Additionally, institutional theory is evoked to better understand the process by which new ventures may establish an organizational structure where no institutionalized (legitimated) structure currently exists.
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