The Role of Informative Names in Niche Dynamics and Product Survival in a High‐Velocity Industry

Author:

Khessina Olga M.1,Reis Samira2ORCID

Affiliation:

1. University of Illinois at Urbana‐Champaign

2. Universidad Carlos III de Madrid

Abstract

AbstractHow do customers discover new products? Recent research has found that a firm can facilitate the discovery and subsequent purchase of its product by giving it an advantageous name. However, no product exists in isolation, rather it competes for customer attention with other products both within and across product niches. We theorize that a product may benefit from the names of competitors’ products within its niche because certain product names can trigger a positive spillover effect. Specifically, product viability should increase with the proliferation of products with informative names in a focal niche because informative names attract attention to the niche, and consequently benefit all its products, regardless of whether they have informative names or not. This beneficial influence should be especially strong when a niche is new. Additionally, a product's market fate may depend not only on the prevalent naming practices in its niche, but also on naming practices in competing niches. We find support for our theorizing in event‐history analyses of all CD‐drive products shipped in the worldwide optical disk drive industry, 1983–1999. Ultimately, our findings suggest that in high‐velocity markets, to facilitate product discovery by customers, firms should enter niches populated by products with informative names.

Funder

Ministerio de Ciencia e Innovación

Publisher

Wiley

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3