Typical Products for Outside Audiences: The Role of Typicality When Products Traverse Countries

Vitenskapelig artikkel 2022

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PDF-dokument

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1.5 MB

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Engelsk

DOI

https://dx.doi.org/10.1177/14761270221143984

Last ned publikasjonen
Sverre Søyland von Ubisch Pengfei Wang
While organization theorists have established the importance of typicality, most studies examine situations where producers and audiences dwell within the same category system (e.g., a country, industry, or market). However, much less attention is paid to the role of typicality when products are introduced from one system to another. Since defining what is typical is commonly system-specific, typical products in one category system may be perceived as being atypical in others. It is therefore important to understand how typicality shapes market exchanges when products traverse category systems. To shed light on this, we introduce two key concepts—home typicality and host typicality—and examine specifically how they affect the performance of products distributed across countries. By analyzing a large sample of films, we find that films are more successful in international markets, when they are more typical of their home countries and/or more atypical of their host countries.

Utgiverinformasjon

Ubisch, Sverre Søyland von; Wang, Pengfei. Typical Products for Outside Audiences: The Role of Typicality When Products Traverse Countries. Strategic Organization 2022

Om publikasjonen

Format

PDF-dokument

Størrelse

1.5 MB

Språk

Engelsk

DOI

https://dx.doi.org/10.1177/14761270221143984

Last ned publikasjonen

Nylig publisert