Entry into emergent and uncertain product-markets: The role of associative rhetoric

Gwendolyn K. Lee, Srikanth Paruchuri

Research output: Contribution to journalArticlepeer-review

32 Scopus citations


We analyze how firms use media-associative rhetoric in their decisions to enter emergent and uncertain product-markets. In the context of our study, this type of rhetoric associates the logics of firms' existing markets with the not-yet-legitimated logics of a newly emerging market. Our panel study shows that firms enter such markets faster when the associative rhetoric has higher (versus lower) volume, positive (versus negative) tenor, firms (versus journalists/analysts) as the source of information, and generalizations (versus specific cases) as the focus. We discuss the implications of our findings for institutional theory and market entry. Copyright of the Academy of Management, all rights reserved.

Original languageEnglish (US)
Pages (from-to)1171-1188
Number of pages18
JournalAcademy of Management Journal
Issue number6
StatePublished - Dec 2008

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Business, Management and Accounting(all)
  • Strategy and Management
  • Management of Technology and Innovation


Dive into the research topics of 'Entry into emergent and uncertain product-markets: The role of associative rhetoric'. Together they form a unique fingerprint.

Cite this