How does a company legitimate a new and non-typical product?

: the case of an alcohol-free beverage by the wine producer JMF

Abstract

The aim of this thesis is to answer the research question “How does an organization legitimate a new and non-typical product?” and so that we can approach this question in a more practical way we covered the case of the alcohol free wine by the well-known producer José Maria da Fonseca Vinhos S.A.. Our conclusion is that in order for a company to gain legitimacy in a new and non-typical product, it should follow the strategies described by Suchman (1995), with a special focus on conform to the environment and select the environment. Furthermore, it should also take into consideration the impact that the new product might have in the organization as a whole and for that reason the maintaining legitimacy strategies of perceive the change and protect accomplishments should be applied in order not to jeopardize the legitimacy already attained.

Date of Award	20 Jul 2016
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Laure Leglise (Supervisor)