سال انتشار:
2020
عنوان انگلیسی مقاله:
More than words! How narrative anchoring and enrichment help to balance differentiation and conformity of entrepreneurial products
ترجمه فارسی عنوان مقاله:
بیش از کلمات! چگونه لنگر انداختن روایت و غنی سازی به تعادل بین تمایز و انطباق محصولات کارآفرینی کمک می کند
منبع:
Sciencedirect - Elsevier - Journal of Business Venturing, 35 (2020) 106050: doi:10:1016/j:jbusvent:2020:106050
نویسنده:
Alexander Vossen
چکیده انگلیسی:
Entrepreneurs face the challenge of having to conform to gain legitimacy, while at the same time
differentiating themselves to gain competitive advantage. We show how entrepreneurs can craft
an entrepreneurial narrative to succeed in this task among the user audiences empowered to
evaluate their products. Building on theories of categorization, optimal distinctiveness, and
cultural entrepreneurship, we propose that entrepreneurs should utilize the narratives semantic
relations with cultural meanings of established products and categories. We measure these semantic relations using machine learning methods for natural language, applied to data on 2901
independent video game proposals compared to 11,651 established games. Our findings reveal
that semantically anchoring a products narrative in the cultural meaning of claimed categories
can help to leverage the benefits of differentiation, especially when spanning multiple, atypical
categories. When a product focuses on few categories, semantically enriching a narrative with
unclaimed categories cultural meaning makes them more favorable to additional, possibly
fragmented audiences that would not have considered them otherwise. Our results point to a key
theoretical role of cultural entrepreneurship in shaping audience evaluation of categorization and
differentiation by entrepreneurial ventures. It provides guidelines for entrepreneurs for managing
the trade-off between differentiation and adherence to established cultural norms.
Keywords: Cultural entrepreneurship | Distinctiveness | Narrative | Categories
قیمت: رایگان
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