Categories and narratives as sources of distinctiveness: Cultural entrepreneurship within and across categories

نویسندگان

چکیده

Research Summary Cultural entrepreneurship theory suggests that entrepreneurial narratives need to be optimally distinctive—neither portraying an offering as too similar nor distinctive from the conventions of its product category—for attracting superior demand. Building on and extending this literature, we propose benefits downsides a narrative fundamentally depend category's distinctiveness vis-à-vis alternative categories because (a) provide important source differentiation for their members (b) disproportionally attract those audience highly value novelty. Our longitudinal study 159,343 Airbnb listings in 45 strongly supports our hypotheses: relationship between listings' demand-side performance flips inverted U-shaped curve indistinctive categories. Managerial Entrepreneurs craft compelling around legitimate differentiate it competing offerings. In article, explore when why entrepreneurs should portray offerings similar, moderately distinctive, or other We question context marketplace, which hosts compete with respective accommodation listings. shows most demand them distinctive. contrast, either category

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ژورنال

عنوان ژورنال: Strategic Management Journal

سال: 2022

ISSN: ['0143-2095', '1097-0266']

DOI: https://doi.org/10.1002/smj.3391