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.
Prior literature has emphasized that inconsistency of market signals leads to evaluation penalty. However, limited attention has been paid to the heterogeneity of audiences who deal with inconsistency. I argue that audiences differ in the extent to which they process different market signals, which may largely shape the effect of signal inconsistency. When audiences fail to process all signals, they may not perceive signal inconsistency, thereby weakening its effect on product evaluation. It is hence important to investigate audience heterogeneity in theorizing signal inconsistency. In this study, I focus on the distinction between two important audience groups: professional critics and end consumers. Specifically, I argue that signal inconsistency exerts a stronger effect on critics’ evaluations than on consumers’ evaluations, because critics are more likely than consumers to process various market signals. I argue further that critics can act as an important intermediary to bridge the effect of signal inconsistency on consumers, even though consumers may not process all signals themselves. I test these ideas in a sample of video games released between 2001 and 2016 and find general support.
Prior literature has long examined innovation as a recombination process within or across the boundaries of technological domains. However, limited attention is paid to boundaries per se. Building upon recent development of categorical contrast, this study distinguishes domains with crisp boundaries from those with fuzzy boundaries and examines their effects on innovation outputs. Analyzing a large sample of US patents, we find that spanning crisp boundaries is more likely to generate impactful inventions but at the same time leads to significantly higher recombinant uncertainty. We continue to explore what types of inventors are better able to span such types of domain boundaries. Focusing specifically on the role of inventors’ knowledge expertise, we find that while both knowledge depth and breadth enhance the impact of technologies that span crisp boundaries, knowledge breadth is also found to escalate the associated uncertainty. Our emphasis on the contrast of technological domains contributes to the literature on recombinative innovation and boundary spanning.
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