How New Market Categories Emerge: Temporal Dynamics of Legitimacy, Identity, and Entrepreneurship in Satellite Radio, 1990–2005

@article{Navis2010HowNM,
  title={How New Market Categories Emerge: Temporal Dynamics of Legitimacy, Identity, and Entrepreneurship in Satellite Radio, 1990–2005},
  author={Chad Navis and M. Glynn},
  journal={Administrative Science Quarterly},
  year={2010},
  volume={55},
  pages={439 - 471}
}
We theorize how new market categories emerge and are legitimated through a confluence of factors internal to the category (entrepreneurial ventures) and external to the category (interested audiences). Using qualitative and quantitative analyses and multiple data sources overtime, we study the evolution of the U.S. satellite radio market over its initial sixteen years. We offer convergent evidence to show that the legitimation of a new market category precipitates shifts in the focus of market… Expand

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