Coherence within and across Categories: The Dynamic Viability of Product Categories on Kickstarter

最佳显著性理论 产品类别 现存分类群 论证(复杂分析) 产品(数学) 连贯性(哲学赌博策略) 显著性(神经科学) 认知心理学 心理学 社会心理学 数学 统计 进化生物学 生物 生物化学 化学 几何学
作者
Jean‐François Soublière,Jade Lo,Eunice Yunjin Rhee
出处
期刊:Academy of Management Journal [Academy of Management]
卷期号:67 (1): 61-91 被引量:12
标识
DOI:10.5465/amj.2022.0105
摘要

How does the viability of a product category shift over time? Studies abound on how categories emerge and become established, or fall out of use. Yet, extant research has often examined the evolution of categories one at a time, leaving open the question of how related categories affect a focal category's viability. In contrast, we consider both intra- and inter-category dynamics. Viewing categories as continuously shaped by actors' efforts to position their products, we argue that these efforts alter the coherence that products exhibit not only within a category (a category's heterogeneity), but also across related categories (a category's distinctiveness). We theorize how the interaction between a category's heterogeneity and distinctiveness shapes its subsequent viability. When a focal category's distinctiveness is low, the heterogeneity–viability relationship takes an inverted U-shape. However, as distinctiveness grows, the relationship flattens and eventually flips to a U-shape. We explain this by considering the trade-off between the "classification" and "valuation" benefits that a category affords. We find support for our argument by tracking 170 categories over an 11-year period on Kickstarter, one of the largest crowdfunding platforms. By providing a nuanced understanding of category dynamics, we shed new light onto the fluctuating viability of categories.
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