R. Scott, Livengood (2012) Novelty Discourse. Proceedings of the New Frontiers in Management and Organizational Cognition Conference. ISSN 978-1-909561-01-4

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Abstract

The novelty of new products creates uncertainty for market participants, forcing them to evaluate the usefulness of new products relative to existing offerings. We theorize market participants engage in discourse – the objective information and subjective opinion exchanged in the marketplace – to determine the usefulness of new products. We develop theory to explain how the degree of novelty of new products impacts market discourse, which is used as a sensemaking mechanism to reduce uncertainty caused by the new products, and test the theory with data from the United States wireless telephone industry from 1998 to 2007. Results suggest a greater degree of new product novelty is associated with a longer duration, higher volume, and higher conflict of discourse. We also demonstrate the moderating effects of firm- and product-level characteristics, such as firm reputation, product price, and the introduction of new products by competitors, on the level and duration of market discourse.

Item Type:	Article
Keywords:	Novelty Discourse; Managerial and Organizational Cognition; Schema;
Academic Unit:	Faculty of Social Sciences > School of Business
Item ID:	4054
Depositing User:	Professor Robert Galavan
Date Deposited:	07 Jan 2013 12:56
Journal or Publication Title:	Proceedings of the New Frontiers in Management and Organizational Cognition Conference
Publisher:	National University of Ireland Maynooth
Refereed:	Yes
URI:	Publisher
Use Licence:	This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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