Product Demography of De Novo and De Alio Firms in the Optical Disk Drive Industry, 1983–1999
研究了企业进入市场的方式（新创还是从其他市场多元化进入）如何影响其产品的技术特征和市场寿命，发现新创企业产品技术更优但市场寿命更短。
Little theory and research addresses the ways organizational context affects the demography of products. We examine this question here by focusing on an organization's mode of market entry. Specifically, we explore differences between firms entering a market de novo (start-up) and those entering de alio (diversification from another market). We analyze all products ever shipped in the worldwide optical disk drive (ODD) industry, 1983–1999. We find an almost paradoxical empirical pattern, whereby de novo firms typically introduce products with widely agreed upon “better” (that is, universally more appealing) technological characteristics. Yet these products generally stay on the market for a shorter time than those of de alio firms, whose products generally display less appealing technological features.