Making Snowflakes Like Stocks: Stretching, Bending and Positioning to Make Financial Market Analogies Work in Online Advertising

  title={Making Snowflakes Like Stocks: Stretching, Bending and Positioning to Make Financial Market Analogies Work in Online Advertising},
  author={Vern L. Glaser and Peer C. Fiss and Mark Thomas Kennedy},
  journal={Kauffman: Entrepreneurship Scholars Initiatives (Topic)},
Analogies to financial markets have proven powerful in establishing novel or potentially controversial business concepts, even in contexts that deviate significantly from financial markets. This phenomenon challenges theory that suggests analogies work best when elements from a source and target domain map closely to each other. To develop a theory that explains how organizations make initially imperfect analogies “work,” we use a case study of online advertising exchanges, a market-inspired… 

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