Abstract
This paper focuses on the creation strategies of legitimation undertaken by a 'Nexum', disruptive new venture in a new category of non-cellular industrial IoT connectivity. The study is interesting because it looks at the legitimation of the new venture over a period of 8 years and examines how the venture contributes to the growth of its category through nurturing an ecosystem. The study was based on collection and thematic analysis of online interviews and publicly available data between 2015 - 2023. We find that legitimation takes place through the processes of business model change; promulgation of differentiated frames, narratives and rhetoric; use of uncommon marketing logics for industry; industry standard creation and creation and mobilization of ecosystems. The paper contributes to existing literature on new venture legitimation and has implications for practitioners with respect to the various kinds of creation strategies that can be undertaken in similar contexts.