ENTRY INTO EMERGENT AND UNCERTAIN PRODUCT-MARKETS: THE ROLE OF ASSOCIATIVE RHETORIC

• 成果类型: Review
• 署名作者: Lee, Gwendolyn K.; Paruchuri, Srikanth
• 署名单位: State University System of Florida; University of Florida
• 刊物名称: ACADEMY OF MANAGEMENT JOURNAL
• ISSN/ISSBN: 0001-4273
• DOI: 10.5465/AMJ.2008.35732614
• 发表日期: 2008
• 页码: 1171-1188
• 关键词: cultural-change; industry; legitimacy; resource; CONSTRUCTION; Isomorphism; CHOICE; MODEL; fads; diversification

摘要

We analyze how firms use media-associative rhetoric in their decisions to enter emergent and uncertain product-markets. In the context of our study, this type of rhetoric associates the logics of firms' existing markets with the not-yet-legitimated logics of a newly emerging market. Our panel study shows that firms enter such markets faster when the associative rhetoric has higher (versus lower) volume, positive (versus negative) tenor, firms (versus journalists/analysts) as the source of information, and generalizations (versus specific cases) as the focus. We discuss the implications of our findings for institutional theory and market entry.