This paper considers the legitimacy-creating efforts of Better Place, an international new venture (INV) providing infrastructure services linking electrical vehicles and power grid networks. We analyze the debate on Better Place's attempts to communicate its business idea to constituents in Denmark, Israel, Canada, and Australia using expert interviews as well as content analysis of newspaper articles and other secondary sources. Storytelling, which is found to be central to the legitimacy-creating efforts of international business ventures, interacts with existing discourses in the diverse contexts in which it occurs. Furthermore, our study demonstrates how constituents pick up specific J Int Entrep
Summary highlightsContributions: Although research into the impact of institutions on international business is a topical research area, legitimacy-creating efforts in various institutional contexts have not been discussed in any great detail in the INV literature. We believe that this paper will close a gap in our current knowledge of INV launch and development.Research questions/purpose: How do national institutional contexts influence the storytelling efforts of new business ventures seeking to legitimate novel market offerings? We study the nationwide launch and storytelling efforts of an INV to better understand the interplay between the creation of business model legitimacy and institutional context. Results/findings: Our analysis of the Better Place case suggests that: (a) storytelling is a key part of the legitimacy-creating efforts of international new ventures and (b) storytelling must be adapted to the existing discourses in the contexts in which it is applied. Theoretical implications and recommendations: First, we have contributed conceptually by framing the issue of legitimacy creation through storytelling as a relevant subject of INV research. Second, we have advanced the field methodologically by grounding our research approach in a contextualist perspective and treating storytelling as a systemic impact of institutional contexts. Third, we have contributed empirically by providing insight into storytelling in a unique case of an INV and, not least, have advanced theoretical development by proposing co-narration as a useful concept for improving our understanding of how stories are adapted when INVs try to "talk their way" into legitimacy. Practical implications and recommendations: We think that these contributions are particularly relevant to managers. Increasing awareness and understanding of the configurational aspects of storytelling may increase managers' ability to create awareness and legitimacy among critical constituents in the market contexts they seek to enter.