Abstract
It has always been an important issue in the field of entrepreneurial research for startups to overcome the threshold of legitimacy to obtain external resource support. Based on the study of the concept of cognitive legitimacy and the performance of new venture, this paper discusses the mechanism of the effect of cognitive legitimacy on the performance of new enterprises, and puts forward the relationship hypothesis. This paper chooses the new ventures from the TV show “Winning in China” as a sample of the study, and we use SPSS statistical analysis software to perform hypothesis testing of data. The results show that the cognitive legitimacy has a positive influence on the performance of the new enterprises.
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