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First Impressions Stick: Market Entry Strategies and Category Priming in the Digital Domain
Journal of Management Studies ( IF 7.0 ) Pub Date : 2021-04-09 , DOI: 10.1111/joms.12712
Paolo Aversa 1 , Annelore Huyghe 1 , Giulia Bonadio 2
Affiliation  

The rise of the ‘digital age’ presents unique challenges for firms entering new markets and deciding ‘where’ to compete – a pivotal topic in corporate strategy. Particularly, it is not clear what the opportunities and implications are for digital new entrants as they position their disruptive business offerings in the category system, in particular vis-à-vis non-market stakeholders. In this article, we qualitatively investigate how two icons of the ‘sharing economy’, Uber and BlaBlaCar, pursued two distinct categorization strategies which were incumbent-focused and economic versus emergent-focused and non-economic. Our longitudinal comparative case study reveals how digital new entrants, through self-categorization, can enduringly impact the nature of the responses of non-market stakeholders. The mechanism at play is ‘category priming’ – the process of directing stakeholders’ selective attention towards, or away from, the commonalities shared with a specific market category – and its stickiness over time. In particular, the distinct categorization strategies primed stakeholders to focus (Uber) or not focus (BlaBlaCar) on similarities between the entrant and an established category, which triggered polarized responses from media and regulators and resulted in a ‘sticky’ association regardless of repositioning efforts. Our contribution dissects the constituents and consequences of these strategies and discusses implications for future research on digital market entry, strategic categorization, and business models.

中文翻译:

第一印象棒:数字领域的市场进入策略和品类启动

“数字时代”的兴起给进入新市场和决定“在哪里”竞争的公司带来了独特的挑战——这是企业战略的一个关键话题。特别是,不清楚数字新进入者将其颠覆性业务产品定位在类别系统中的机会和影响是什么,尤其是相对于非市场利益相关者。在本文中,我们定性地研究了“共享经济”的两个图标 Uber 和 BlaBlaCar 如何追求两种不同的分类策略,即以现有企业为中心、以经济为中心、以新兴企业为中心和非经济。我们的纵向比较案例研究揭示了数字新进入者如何通过自我分类对非市场利益相关者的反应性质产生持久影响。起作用的机制是“类别启动”——引导利益相关者有选择地关注或远离与特定市场类别共享的共同点的过程——以及随着时间的推移其粘性。特别是,不同的分类策略促使利益相关者关注 (Uber) 或不关注 (BlaBlaCar) 进入者与既定类别之间的相似性,这引发了媒体和监管机构的两极分化反应,并导致了“粘性”关联,无论重新定位如何努力. 我们的贡献剖析了这些战略的组成部分和后果,并讨论了对未来数字市场进入、战略分类和商业模式研究的影响。与特定市场类别共享的共性 - 及其随时间的粘性。特别是,不同的分类策略促使利益相关者关注 (Uber) 或不关注 (BlaBlaCar) 进入者与既定类别之间的相似性,这引发了媒体和监管机构的两极分化反应,并导致了“粘性”关联,无论重新定位如何努力. 我们的贡献剖析了这些战略的组成部分和后果,并讨论了对未来数字市场进入、战略分类和商业模式研究的影响。与特定市场类别共享的共性 - 及其随时间的粘性。特别是,不同的分类策略促使利益相关者关注(优步)或不关注(BlaBlaCar)进入者和既定类别之间的相似性,这引发了媒体和监管机构的两极分化反应,并导致无论重新定位的努力如何“粘性”关联. 我们的贡献剖析了这些战略的组成部分和后果,并讨论了对未来数字市场进入、战略分类和商业模式研究的影响。这引发了媒体和监管机构的两极分化反应,并导致了“粘性”关联,无论重新定位如何努力。我们的贡献剖析了这些战略的组成部分和后果,并讨论了对未来数字市场进入、战略分类和商业模式研究的影响。这引发了媒体和监管机构的两极分化反应,并导致了“粘性”关联,无论重新定位如何努力。我们的贡献剖析了这些战略的组成部分和后果,并讨论了对未来数字市场进入、战略分类和商业模式研究的影响。
更新日期:2021-04-09
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