Impairment (in)visibility and stigma: how disabled entrepreneurs gain legitimacy in mainstream and disability markets
研究残疾企业家如何通过身体可见性策略在主流和残障市场获得顾客认可，基于对英国企业家的深度访谈，扩展了合法性构建理论。
Entrepreneurs’ use of linguistic practices, such as storytelling, in building legitimacy with customers and others is well documented. Yet, not all entrepreneurs may equally use or benefit from such practices in their legitimacy-building efforts. For those with stigmatized social identities, like disability, embodied properties and practices of non-linguistic, more visual kind, may be salient despite being under-explored in the entrepreneurial legitimacy studies. To address this knowledge gap, this article examines how disabled entrepreneurs gain legitimacy with customers and, more specifically, how impairment visibility shapes their capacity to do so. Drawing primarily on in-depth interviews with UK-based entrepreneurs, the article extends Suchman’s work by reconceptualizing his legitimacy-building strategies considering impairment visibility. It is argued that impairment visibility can both enable and constrain legitimacy depending on the product offering and the target market. Disabled entrepreneurs are found to adopt four embodied legitimacy-building strategies in the marketplace, each with specific implications for their micro-level interactions with customers.