“…Increased organizational density within a sector contributes to overcoming the liability of newness and increasing legitimacy (Carroll and Hannan, 1989;Hannan et al, 1995;McKendrick and Carroll, 2001): "density is a parsimonious indicator of legitimacy that enjoys predictability for a remarkably wide array of organizations" (Deephouse and Suchman, 2008, p. 55). Density alone, however, is not enough to secure legitimacy; the public must have knowledge of the organizations and be able to recognize and categorize them (Hsu and Hannan, 2005;McKendrick et al, 2003;Navis and Glynn, 2010). Prior studies have found that organizations engage in strategies to increase public recognition and gain legitimacy (for example, Suchman, 1995;Scherer et al, 2013;Tornikoski and Newbert, 2007;Zimmerman and Zeitz, 2002).…”