We examine how the organizational identity of established firms affects their strategic outcomes during the emergence phase of a new market. Drawing on cognitive theories of analogical learning, we build theory about how the established identities of producers influence the fluency with which consumers make sense of novel products, and hence affect valuations. We illustrate this theory through an empirical study of consumer evaluations of de alio entrants during the emergence of the digital camera industry.
We are grateful for comments and suggestions from seminar participants and colleagues at the Stanford Graduate School of Business, the National University of Singapore, and Peking University. Feedback from Henrich Greve and Marc-David Seidel is much appreciated. All remaining errors are our own. This research was supported by the Stanford Graduate School of Business and National Natural Science Foundation of China under Grant No. 71272032.
Sørensen, J.B. and Feng, M. (2017), "Analogical Learning and Categorical Identity during Market Emergence", Emergence (Research in the Sociology of Organizations, Vol. 50), Emerald Publishing Limited, pp. 283-313. https://doi.org/10.1108/S0733-558X20170000050009Download as .RIS
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