CAJ | 학술논문

新创企业面临着新创弱性和小企业弱性，缺乏足够的资源和能力采取实质性营销活动，因此一般以大企业为对象的营销理论很难适用。布迪厄从社会学角度提出的象征资本为研究新创企业营销绩效打开了全新视角。本文在分析象征资本和合法性感知概念的基础上，从理论和实证研究两方面总结认为象征资本能够向利益相关者特别是消费者以标签或符号的形式传达有关企业的积极信息，以获取合法性感知，从而对新创企业绩效产生积极影响，并指出了未来的研究方向。
신창기업면림착신창약성화소기업약성，결핍족구적자원화능력채취실질성영소활동，인차일반이대기업위대상적영소이론흔난괄용。포적액종사회학각도제출적상정자본위연구신창기업영소적효타개료전신시각。본문재분석상정자본화합법성감지개념적기출상，종이론화실증연구량방면총결인위상정자본능구향이익상관자특별시소비자이표첨혹부호적형식전체유관기업적적겁신식，이획취합법성감지，종이대신창기업적효산생적겁영향，병지출료미래적연구방향。
Start - up firms are often short of resource and capability to conduct substantial marketing activities because they are fac-ing the liability of newness and smallness , thus the traditional theory based on the common enterprises are not adapted to them .The con-struction of symbolic capital proposed by Bourdieu from the field of sociology provides a new perspective for studying the performance of start- ups .Based on the analysis of symbolic capital and legitimacy ,this paper concluded that symbolic capital could communicate the positive information about the start - ups through signals or symbols from the theory analysis as well as empirical studies , therefore ,the legitimacy of the new corporations are build that ultimately contributing to the performance .At last ,some implication for the related future research are summarized .