期刊
ORGANIZATION SCIENCE
卷 27, 期 4, 页码 1029-1048出版社
INFORMS
DOI: 10.1287/orsc.2016.1069
关键词
analogy; behavioral strategy; financialization; financial markets; online advertising; performativity; business models
类别
资金
- Lloyd Greif Center for Entrepreneurial Studies at the University of Southern California (USC) Marshall School of Business
- USC Provost's Ph.D. Fellowship
Analogies to financial markets have proven powerful in establishing novel or potentially controversial business concepts, even in contexts that deviate significantly from financial markets. This phenomenon challenges theory that suggests analogies work best when elements from a source and target domain map closely to each other. To develop a theory that explains how organizations make initially imperfect analogies work, we use a case study of online advertising exchanges, a market-inspired model for buying and selling online advertising space. We find that as organizations stretch an initially misfitting exchange analogy from financial markets to online advertising, they iteratively bend their activities in superficial, structural, and generative ways to match the analogy and position themselves for advantage in the new space being created. Whereas prior studies emphasize shared cognition about familiar domains as the reason why analogies work, our study offers a dynamic account in which stretching, bending, and positioning combine to not only establish the financial market analogy but also subtly change the understanding of markets.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据