How New Market Categories Emerge: Temporal Dynamics of Legitimacy, Identity, and Entrepreneurship in Satellite Radio, 1990–2005
研究了新市场类别如何通过内部创业和外部受众的共同作用而涌现并合法化，基于美国卫星广播市场16年的数据，发现合法性会促使关注点从类别整体转向企业差异化。
We theorize how new market categories emerge and are legitimated through a confluence of factors internal to the category (entrepreneurial ventures) and external to the category (interested audiences). Using qualitative and quantitative analyses and multiple data sources overtime, we study the evolution of the U.S. satellite radio market over its initial sixteen years. We offer convergent evidence to show that the legitimation of a new market category precipitates shifts in the focus of market actors' attention from the category as a whole to the differentiation of firms within. This effect was demonstrated for entrepreneurial identity claims, linguistic frames, and announcements of interorganizational affiliations and endorsements, as well as in the focal attention of media and financial audiences. We synthesize these findings to offer an integrated theoretical framework on new market category emergence and legitimation.