The limits of reflected glory: The beneficial and harmful effects of product name similarity in the U.S. network TV program industry, 1944-2003

Olga Khessina, Samira Reis

Research output: Contribution to journalArticle

Abstract

The market fate of a product ultimately determines the success or failure of a firm. A name is a central feature of any product, yet how names affect product market longevity is not well understood. In this paper we develop a theory in which a new product's name affects the product's categorization by audiences and, as a result, impacts its survival chances on the market. We predict that the similarity of the new product's name to names of other products in the industry affects its survival probability, but the direction and magnitude of this effect depends on the popularity and status of products, to names of which the new product's name is similar. We test our predictions on the population of all TV programs that were introduced during prime time plus early evening and late night on networks in the United States from the beginning of the industry in 1944 through 2003. An event history analysis of this population supports our predictions and thus suggests the importance of names in product market viability.

Original languageEnglish (US)
Pages (from-to)411-427
Number of pages17
JournalOrganization Science
Volume27
Issue number2
DOIs
StatePublished - Mar 1 2016
Externally publishedYes

Fingerprint

Industry
New products
Product market
Prediction
Survival probability
Event history analysis
Viability

Keywords

  • Categorization
  • Naming
  • Organizational ecology
  • Product demography
  • Product exit
  • Product name
  • Product survival
  • Product turnover
  • Television industry

ASJC Scopus subject areas

  • Strategy and Management
  • Organizational Behavior and Human Resource Management
  • Management of Technology and Innovation

Cite this

@article{662cf031666e4f0ca0370578d4cf109c,
title = "The limits of reflected glory: The beneficial and harmful effects of product name similarity in the U.S. network TV program industry, 1944-2003",
abstract = "The market fate of a product ultimately determines the success or failure of a firm. A name is a central feature of any product, yet how names affect product market longevity is not well understood. In this paper we develop a theory in which a new product's name affects the product's categorization by audiences and, as a result, impacts its survival chances on the market. We predict that the similarity of the new product's name to names of other products in the industry affects its survival probability, but the direction and magnitude of this effect depends on the popularity and status of products, to names of which the new product's name is similar. We test our predictions on the population of all TV programs that were introduced during prime time plus early evening and late night on networks in the United States from the beginning of the industry in 1944 through 2003. An event history analysis of this population supports our predictions and thus suggests the importance of names in product market viability.",
keywords = "Categorization, Naming, Organizational ecology, Product demography, Product exit, Product name, Product survival, Product turnover, Television industry",
author = "Olga Khessina and Samira Reis",
year = "2016",
month = "3",
day = "1",
doi = "10.1287/orsc.2015.1036",
language = "English (US)",
volume = "27",
pages = "411--427",
journal = "Organization Science",
issn = "1047-7039",
publisher = "INFORMS Inst.for Operations Res.and the Management Sciences",
number = "2",

}

TY - JOUR

T1 - The limits of reflected glory

T2 - The beneficial and harmful effects of product name similarity in the U.S. network TV program industry, 1944-2003

AU - Khessina, Olga

AU - Reis, Samira

PY - 2016/3/1

Y1 - 2016/3/1

N2 - The market fate of a product ultimately determines the success or failure of a firm. A name is a central feature of any product, yet how names affect product market longevity is not well understood. In this paper we develop a theory in which a new product's name affects the product's categorization by audiences and, as a result, impacts its survival chances on the market. We predict that the similarity of the new product's name to names of other products in the industry affects its survival probability, but the direction and magnitude of this effect depends on the popularity and status of products, to names of which the new product's name is similar. We test our predictions on the population of all TV programs that were introduced during prime time plus early evening and late night on networks in the United States from the beginning of the industry in 1944 through 2003. An event history analysis of this population supports our predictions and thus suggests the importance of names in product market viability.

AB - The market fate of a product ultimately determines the success or failure of a firm. A name is a central feature of any product, yet how names affect product market longevity is not well understood. In this paper we develop a theory in which a new product's name affects the product's categorization by audiences and, as a result, impacts its survival chances on the market. We predict that the similarity of the new product's name to names of other products in the industry affects its survival probability, but the direction and magnitude of this effect depends on the popularity and status of products, to names of which the new product's name is similar. We test our predictions on the population of all TV programs that were introduced during prime time plus early evening and late night on networks in the United States from the beginning of the industry in 1944 through 2003. An event history analysis of this population supports our predictions and thus suggests the importance of names in product market viability.

KW - Categorization

KW - Naming

KW - Organizational ecology

KW - Product demography

KW - Product exit

KW - Product name

KW - Product survival

KW - Product turnover

KW - Television industry

UR - http://www.scopus.com/inward/record.url?scp=84963623456&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84963623456&partnerID=8YFLogxK

U2 - 10.1287/orsc.2015.1036

DO - 10.1287/orsc.2015.1036

M3 - Article

AN - SCOPUS:84963623456

VL - 27

SP - 411

EP - 427

JO - Organization Science

JF - Organization Science

SN - 1047-7039

IS - 2

ER -