Perfect timing? Dominant category, dominant design, and the window of opportunity for firm entry
将类别动态引入产业生命周期理论，提出主导类别概念，认为企业进入的机会窗口始于主导类别出现、终于主导设计出现，为整合矛盾的经验发现提供理论基础。
The optimal time to enter emerging industries is a key concern in strategy, yet scholars struggle to create a theoretical foundation that can integrate conflicting empirical findings. We incorporate categorical dynamics to industry life cycle theory to enhance existing entry timing theories. We introduce the concept of a dominant category—the conceptual schema that most stakeholders adhere to when referring to products that address similar needs and compete for the same market space—linking it to the dominant technological design and entry‐timing advantages. In particular, we propose the existence of a window of opportunity for firm entry that starts with the emergence of the dominant category and ends with the emergence of the dominant design . © 2013 The Authors. Strategic Management Journal published by John Wiley & Sons Ltd.