Typical Products for Outside Audiences: The Role of Typicality When Products Traverse Countries

Author
Ubisch, Sverre Søyland von
Wang, Pengfei
Date Issued
2022-12-02
Keywords
Organisasjonsteori
Permalink
http://hdl.handle.net/20.500.12242/3104
DOI
10.1177/14761270221143984
Collection
Articles
Description
Ubisch, Sverre Søyland von; Wang, Pengfei. Typical Products for Outside Audiences: The Role of Typicality When Products Traverse Countries. Strategic Organization 2022
2087910.pdf
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Abstract
While organization theorists have established the importance of typicality, most studies examine situations where producers and audiences dwell within the same category system (e.g., a country, industry, or market). However, much less attention is paid to the role of typicality when products are introduced from one system to another. Since defining what is typical is commonly system-specific, typical products in one category system may be perceived as being atypical in others. It is therefore important to understand how typicality shapes market exchanges when products traverse category systems. To shed light on this, we introduce two key concepts—home typicality and host typicality—and examine specifically how they affect the performance of products distributed across countries. By analyzing a large sample of films, we find that films are more successful in international markets, when they are more typical of their home countries and/or more atypical of their host countries.
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