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

    Organization Science, Volume 27, Issue 4, 2016, Pages 1029-1048.

    Cited by: 7|Bibtex|Views2|Links
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    Abstract:

    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 develo...More

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