Abstract
This work seeks to identify behavioral processes that new entrepreneurs can adopt to construct legitimacy in frequently changing temporary business environments. Focusing on independent television content production in the UK, the study finds that new entrepreneurs exploit the varying roles that their projects can play and then sequence these in order to tailor the legitimacy they need to build their business. This research draws on a 5‐year inductive study of 81 projects won by entrepreneurs of five new independent television production companies.
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