Critical push: strategies for creating momentum in the motion picture industry
研究电影公司如何利用影评等第三方信息机构，在有限窗口期内为新产品创造市场势头，并分析制片厂如何将预期影评反馈融入制作各环节。
In a growing number of industries, higher rates of new product introduction leave firms with a short window of opportunity during which they must overcome obstacles to market acceptance. We argue that relatively autonomous information providing institutions that have primarily emerged to alleviate consumer uncertainty may also end up assisting firms in generating momentum for their new products. We examine the linkage between these institutions and strategy in the motion picture industry, showing that studios incorporate the anticipated response of critics into their pre-production, production, and post-production decisions.