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首页> 外文期刊>Strategic Management Journal >Little Fish in a Big Pond: Legitimacy Transfer, Authenticity, and Factors of Peripheral Firm Entry and Growth in the Market Center
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Little Fish in a Big Pond: Legitimacy Transfer, Authenticity, and Factors of Peripheral Firm Entry and Growth in the Market Center

机译：大池塘里的小鱼：合法性转移，真实性以及外围企业在市场中心进入和成长的因素

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Research summary: How do peripheral firms compete and secure future growth? Building on literature in strategy and organizational theory, we test a model of peripheral entry and growth in the mainstream market segment. Using data from 289 craft breweries over 11 years, we find evidence that niche producers are increasingly entering the mainstream market and competing with market-center firms. We identify two mechanisms contributing to these actions: legitimacy transfer and cognitive claims of authenticity. As hypothesized, imitation of niche products by macro breweries facilitates craft beer entry into mainstream markets. Moreover, two authenticity-based identity codes are found to reliably influence craft brewery growth: a local identity (i.e., operating in one's local market) and a product proliferator identity (i.e., offering a more diverse set of products).Managerial summary: How can small niche firms compete with larger, more established organizations? By examining the rapidly expanding craft beer industry, this study explores how craft breweries are able to both enter the market space of these larger competitors and secure sustained patterns of growth. Specifically, we highlight two factors influencing the success of craft breweries. First, as major beer producers mimic niche products (i.e., faux craft beer), smaller niche firms are allowed to enter the market by exposing the typical consumer to the tastes of craft beer. Second, craft breweries enjoy increased success if they (a) emphasize the local elements of their company, and/or (b) offer a larger number of products. Copyright (c) 2017 John Wiley & Sons, Ltd.
机译：研究摘要：外围公司如何竞争并确保未来的增长？基于策略和组织理论方面的文献，我们测试了主流市场领域外围进入和增长的模型。利用11年中289个精酿啤酒厂的数据，我们发现有证据表明，利基生产商正日益进入主流市场并与以市场为中心的公司竞争。我们确定了促成这些动作的两种机制：合法性转移和真实性的认知主张。如假设的那样，大型啤酒厂对小众产品的模仿促进了精酿啤酒进入主流市场。此外，发现了两个基于真实性的身份代码可以可靠地影响精酿啤酒的发展：一个本地身份（即在一个本地市场上运作）和一个产品扩散者身份（即提供一组更多样化的产品）。管理摘要：如何小型利基公司可以与更大，更成熟的组织竞争吗？通过考察快速发展的精酿啤酒行业，本研究探索了精酿啤酒厂如何能够进入这些较大竞争对手的市场空间并确保持续的增长模式。具体来说，我们重点介绍影响精酿啤酒厂成功的两个因素。首先，随着主要啤酒生产商模仿利基产品（即人造精酿啤酒），较小的利基公司被允许通过将典型消费者暴露于精酿啤酒的口味而进入市场。其次，如果精酿啤酒厂（a）强调自己公司的本地元素，和/或（b）提供大量产品，则可以提高成功率。版权所有（c）2017 John Wiley＆Sons，Ltd.

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