Entry into Emergent and Uncertain Product-Markets: The Role of Associative Rhetoric
研究企业如何利用媒体中的联想修辞（将现有市场逻辑与新兴市场逻辑关联）来加速进入不确定的新产品市场，发现修辞的规模、语气、来源和概括性影响进入速度。
We analyze how firms use media-associative rhetoric in their decisions to enter emergent and uncertain product-markets. In the context of our study, this type of rhetoric associates the logics of firms' existing markets with the not-yet-legitimated logics of a newly emerging market. Our panel study shows that firms enter such markets faster when the associative rhetoric has higher (versus lower) volume, positive (versus negative) tenor, firms (versus journalists/analysts) as the source of information, and generalizations (versus specific cases) as the focus. We discuss the implications of our findings for institutional theory and market entry.