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The impact of media on the legitimacy of new market categori
Building on research in institutional theory and market categories, we argue that media coverage, through the effects of cognitive and sociopolitical legitimacy, influence the creation of new market categories. Using data on the broadband access industry, we develop and test a media coverage model o...
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| Format: | Article |
| Language: | English |
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2014
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Ahmedabad (HO): Unknown
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| Copy Unknown (Vol. 29, Issue. 1) | Available Place a Hold |