Going above and beyond: How intermediaries enhance change in emerging economy institutions to facilitate small to medium enterprise development

Despite knowledge about the importance of intermediaries in filling institutional voids, we do not understand how intermediaries facilitate institutional change. This research demonstrates how intermediaries use six rhetorical legitimation strategies—logos, ethos, pathos, autopoiesis, teleological, and anthropos appeals—to influence institutional change in Abia, Nigeria, that facilitate small‐to‐medium‐enterprise (SME) development in the region. While the first five rhetorical legitimation strategies are used in both developed and emerging economies, the sixth strategy—anthropos appeals, which reflect the communal character of many African cultures—seems to be unique in this context. Our findings contribute to the literature by extending our understanding of the role of rhetorical legitimation strategies in bringing about institutional change, use of rhetoric to communicate entrepreneurial opportunities, and significance of nonmarket strategies for SMEs.