Typical products for outside audiences: The role of typicality when products traverse countries
研究了产品从一个国家进入另一个国家时，其在本国和东道国的典型性如何影响国际市场表现，发现电影在本国越典型或在东道国越不典型，国际票房越好。
While organization theorists have established the importance of typicality, most studies examine situations where producers and audiences dwell within the same category system (e.g. a country, industry, or market). However, much less attention is paid to the role of typicality when products are introduced from one system to another. Since defining what is typical is commonly system-specific, typical products in one category system may be perceived as being atypical in others. It is therefore important to understand how typicality shapes market exchanges when products traverse category systems. To shed light on this, we introduce two key concepts—home typicality and host typicality—and examine specifically how they affect the performance of products distributed across countries. By analyzing a large sample of films, we find that films are more successful in international markets, when they are more typical of their home countries and/or more atypical of their host countries.