在高速发展的行业中,信息性名称在利基市场动态和产品生存中的作用

IF 7 1区 管理学 Q1 BUSINESS Journal of Management Studies Pub Date : 2024-07-04 DOI:10.1111/joms.13125
Olga M. Khessina, Samira Reis
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引用次数: 0

摘要

顾客如何发现新产品?最近的研究发现,企业可以通过为产品取一个有利的名称来促进产品的发现和后续购买。然而,任何产品都不是孤立存在的,而是要与产品利基内或产品利基间的其他产品争夺顾客的注意力。我们的理论是,一种产品可能会从其利基市场内竞争对手的产品名称中获益,因为某些产品名称会引发积极的溢出效应。具体来说,产品生存能力应随着焦点利基市场中具有信息性名称的产品的扩散而提高,因为信息性名称会吸引人们对利基市场的关注,从而使其所有产品受益,无论它们是否具有信息性名称。当一个利基市场刚刚起步时,这种有利的影响尤为明显。此外,一个产品的市场命运可能不仅取决于其利基市场中流行的命名方式,还取决于竞争利基市场中的命名方式。我们对 1983-1999 年全球光盘驱动器行业所有出货的光盘驱动器产品进行了事件史分析,结果支持了我们的理论。最终,我们的研究结果表明,在高速发展的市场中,为了便于客户发现产品,企业应该进入那些产品名称信息丰富的利基市场。
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The Role of Informative Names in Niche Dynamics and Product Survival in a High‐Velocity Industry
How do customers discover new products? Recent research has found that a firm can facilitate the discovery and subsequent purchase of its product by giving it an advantageous name. However, no product exists in isolation, rather it competes for customer attention with other products both within and across product niches. We theorize that a product may benefit from the names of competitors’ products within its niche because certain product names can trigger a positive spillover effect. Specifically, product viability should increase with the proliferation of products with informative names in a focal niche because informative names attract attention to the niche, and consequently benefit all its products, regardless of whether they have informative names or not. This beneficial influence should be especially strong when a niche is new. Additionally, a product's market fate may depend not only on the prevalent naming practices in its niche, but also on naming practices in competing niches. We find support for our theorizing in event‐history analyses of all CD‐drive products shipped in the worldwide optical disk drive industry, 1983–1999. Ultimately, our findings suggest that in high‐velocity markets, to facilitate product discovery by customers, firms should enter niches populated by products with informative names.
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来源期刊
CiteScore
16.40
自引率
5.70%
发文量
99
期刊介绍: The Journal of Management Studies is a prestigious publication that specializes in multidisciplinary research in the field of business and management. With a rich history of excellence, we are dedicated to publishing innovative articles that contribute to the advancement of management and organization studies. Our journal welcomes empirical and conceptual contributions that are relevant to various areas including organization theory, organizational behavior, human resource management, strategy, international business, entrepreneurship, innovation, and critical management studies. We embrace diversity and are open to a wide range of methodological approaches and philosophical perspectives.
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