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首页> 外文期刊>Journal of management studies >Follow the Crowd or Follow the Trailblazer? The Differential Role of Firm Experience in Product Entry Decisions in the US Video Game Industry
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Follow the Crowd or Follow the Trailblazer? The Differential Role of Firm Experience in Product Entry Decisions in the US Video Game Industry

机译：跟随人群还是跟随开拓者？公司经验在美国视频游戏行业产品进入决策中的不同作用

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Firms take cues from their external environment under uncertainty and imitate the actions of others. However, a firm's own experience may either substitute for these external clues because the firm can evaluate uncertain situations more accurately, or it may complement them because the firm can act more successfully on the external cues. We argue that the type of external cues determines which of the two holds in the context of product entry decisions into market niches. If firms observe a large wave of entrants, own experience conveys more information than the imprecise signal of a mass of other firms. Conversely, if firms observe trailblazers, i.e., highly successful and influential products in a niche, own experience can help firms develop a strategy as a fast follower in a growing niche. We expect the supporting role of own experience in following trailblazers to be especially pronounced in niches that have not been discovered by a large mass of other firms. We study and test our hypotheses in the context of the US PC video game industry between 1991 and 2010 and find support for both the substitutive relationship between own experience and niche popularity and the complementary relationship of own experience and niche trailblazers. However, support for the complementary relationship is limited to less populated niches.
机译：企业在不确定的情况下从外部环境中获取线索，并模仿他人的行为。但是，企业自身的经验可能会替代这些外部线索，因为企业可以更准确地评估不确定的情况，或者可以补充它们，因为企业可以根据外部线索更成功地采取行动。我们认为，外部提示的类型决定了在产品进入市场壁decisions的决策中，这两种条件中的哪一种成立。如果企业观察到大量新进入者，那么自己的经验所传达的信息比大量其他企业的不精确信号要多。相反，如果公司观察开拓者，即在利基市场中非常成功和有影响力的产品，则自己的经验可以帮助公司制定战略，以在不断发展的利基市场中快速追随者。我们希望自己的经验对开拓者的支持作用在众多其他公司尚未发现的壁ni中尤为突出。我们在1991年至2010年之间的美国PC视频游戏产业中研究和检验了我们的假设，并为自己的经验和利基市场之间的替代关系以及自己的经验和利基开拓者之间的互补关系提供了支持。但是，对互补关系的支持仅限于人口较少的领域。

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