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Entry into emergent and uncertain product-markets: the role of associative rhetoric
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..Printed journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : Academy of Management |
|---|---|
| Edisi | - |
| Subjek | Decision making Emerging markets Logic studies Market entry |
| ISBN/ISSN | 14273 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |