Anand Swaminathan
Entry into new market segments in mature industries: endogenous and exogenous segmentation in the U.S. brewing industry
University of Michigan–Ann Arbor
evaluate two processes niche formation resourcepartitioning could independently account entry firms new market segments mature industries niche formation argument focuses environmental changes promote entry new firms whereas researchpartitioning argument based internal differentiation mature industry subgroups composed specialist generalists words niche formation resourcepartitioning accounts emphasize forces exogenous endogenous industry respectively attempt resolve theoretical tension modeling effects niche formation resourcepartitioning together founding firms microbrewery brewpub segments us brewing industry find niche formation provides better explanation microbrewery brewpub foundings addition find limited evidence process resourcepartitioning played within microbrewery segment industry implications evolution organizational heterogeneity within industries discussed 1998 john wiley sons ltd