000168229 001__ 168229
000168229 005__ 20260128162438.0
000168229 0247_ $$2doi$$a10.1177/23409444251408343
000168229 0248_ $$2sideral$$a147738
000168229 037__ $$aART-2026-147738
000168229 041__ $$aeng
000168229 100__ $$aGómez, Jaime
000168229 245__ $$aMarket categories and strategic positioning: when deviating from prototypes hurts performance less
000168229 260__ $$c2026
000168229 5060_ $$aAccess copy available to the general public$$fUnrestricted
000168229 5203_ $$aAudience expectations within categories often create pressures for firms to conform to prototypical behaviors. Drawing on categorization theory, this study examines how strategic deviation from the category prototype influences firm performance. While prior research has highlighted the penalties associated with nonconformity, recent work suggests that these effects may vary depending on firm- and category-level characteristics. This study proposes three factors that moderate the negative impact of strategic deviation on performance: firm reputation, category distinctiveness, and category social mission. Empirical evidence is drawn from a panel dataset comprising Spanish retail banking firms between 2000 and 2007. Results from fixed-effects models with Driscoll-Kraay standard errors indicate that firms that deviate from the category prototype exhibit lower performance. However, this effect is significantly attenuated for firms with strong reputations, those operating in highly distinctive categories, and those belonging to categories aligned with socially valued missions.
000168229 536__ $$9info:eu-repo/grantAgreement/ES/AEI/PID2023-148350NB-C21$$9info:eu-repo/grantAgreement/ES/AEI/PID2023-148350NB-C22
000168229 540__ $$9info:eu-repo/semantics/openAccess$$aby-nc$$uhttps://creativecommons.org/licenses/by-nc/4.0/deed.es
000168229 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion
000168229 700__ $$aOrcos, Raquel
000168229 700__ $$0(orcid)0000-0001-8406-3540$$aPalomas, Sergio$$uUniversidad de Zaragoza
000168229 700__ $$aVolberda, Henk W
000168229 7102_ $$14012$$2650$$aUniversidad de Zaragoza$$bDpto. Direcc.Organiza.Empresas$$cÁrea Organización de Empresas
000168229 773__ $$g29 (2026), 1-17$$pBus. res. q.$$tBRQ Business Research Quarterly$$x2340-9436
000168229 8564_ $$s531927$$uhttps://zaguan.unizar.es/record/168229/files/texto_completo.pdf$$yVersión publicada
000168229 8564_ $$s2342620$$uhttps://zaguan.unizar.es/record/168229/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada
000168229 909CO $$ooai:zaguan.unizar.es:168229$$particulos$$pdriver
000168229 951__ $$a2026-01-28-15:38:18
000168229 980__ $$aARTICLE