E-resources
Peer reviewed
-
Barlow, Matthew A.; Verhaal, J. Cameron; Angus, Ryan W.
Strategic management journal, August 2019, Volume: 40, Issue: 8Journal Article
Research Summary New entrants often face uncertainty regarding how to optimally position themselves within product markets. We suggest that new entrants can use two important schemas to strategically categorize themselves to gain a competitive advantage in platform markets: category exemplars and category prototypes. Using a unique dataset of more than 83,000 new Google Play developers and more than 139,000 apps, we find that the optimally distinct entry point is at a high level of exemplar similarity and a low level of prototype similarity. We find that greater alignment of an entrant with the prototype corresponds to a weaker benefit of exemplar similarity. These findings have important implications for understanding competitive dynamics within product markets, strategic positioning at entry, and the interdependence of strategic categorization decisions. Managerial Summary Entrepreneurial startups often find it difficult to know how to optimally position their products among a large number of rivals in highly competitive platform markets. Our study suggests that these startups can draw on two reference points to help determine the optimal positioning for their products: category exemplars and category prototypes. Exemplars include the most successful products in a market category while prototypes represent the most common products in a category. Drawing on a large dataset obtained from the Google Play app store, we find that developers can substantially increase the installs of their first app by crafting an app text description that is as similar as possible to the description of a category exemplar and as different as possible from the category's prototypical description.
Shelf entry
Permalink
- URL:
Impact factor
Access to the JCR database is permitted only to users from Slovenia. Your current IP address is not on the list of IP addresses with access permission, and authentication with the relevant AAI accout is required.
Year | Impact factor | Edition | Category | Classification | ||||
---|---|---|---|---|---|---|---|---|
JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
Select the library membership card:
If the library membership card is not in the list,
add a new one.
DRS, in which the journal is indexed
Database name | Field | Year |
---|
Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
---|
Source: Personal bibliographies
and: SICRIS
The material is available in full text. If you wish to order the material anyway, click the Continue button.