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Making Snowflakes Like Stocks: Stretching, Bending, and Positioning to Make Financial Market Analogies Work in Online Advertising
2016
Organization science (Providence, R.I.)
A nalogies 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
doi:10.1287/orsc.2016.1069
fatcat:qrzvzfvkhnfabklnzvpov67rcy