Institutional theory in business marketing: A conceptual framework and future directions

Zhilin Yang; Chenting Su

doi:10.1016/j.indmarman.2014.04.001

Author(s)

Related Research Unit(s)

Department of Marketing

Detail(s)

Original language	English
Pages (from-to)	721-725
Journal / Publication	Industrial Marketing Management
Volume	43
Issue number	5
Online published	14 May 2014
Publication status	Published - Jul 2014

Link(s)

DOI	DOI https://doi.org/10.1016/j.indmarman.2014.04.001 Final Published version
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Link to Scopus	https://www.scopus.com/record/display.uri?eid=2-s2.0-84903820192&origin=recordpage
Permanent Link	https://scholars.cityu.edu.hk/en/publications/publication(17982d6e-2dd5-49a8-b789-d84de855624f).html

Abstract

Institutional environments exert significant effects on organizational behavior, structure, strategy, governance, and process. To gain competitive advantage, managers are striving for legitimacy while maintaining efficiency. In line with this thinking, we propose the developmental process of institution-driven and legitimacy-embedded efficiency, and emphasize the confluence of legitimacy and efficiency in the context of business marketing. We then highlight several promising directions for further research on the development of institutional theory and its application in business marketing. Finally, we present a brief summary of each paper in this special issue. © 2014 Elsevier Inc.