Studies of unicorns and gazelles can offer detailed information about the process of enterprise development but are unrepresentative as examples of entrepreneurial success. In presenting a novel method for outlier analysis, this article combines insights from case studies of unusual organizations with explanatory frameworks that management scholars have applied to broader samples of firms, irrespective of their survival.
The authors illustrate the approach to outlier analysis using a prominent case from economic history: the House of Rothschild, founded during the 18th century, which became the most famous investment bank in Europe. Following the iterative refinement of mechanisms using comparison data on Jewish enclave firms, this analysis sheds light on the sources of dissimilarity in outcomes between Rothschild and the comparison group.
The study results suggest that the House of Rothschild's longevity can be explained via the mechanisms of risk sequencing, intergenerational transfers and spatial brokerage. The authors show that these mechanisms are not idiosyncratic to one enterprise but instead generalize to other family firms.
Outlier analysis encourages a rapprochement between case study and large-N research. The high failure rate of new organizations means that those yielding a large amount of information to researchers tend to be exceptional. By obtaining data on a comparison group of startups founded by similar entrepreneurs, analysts can probe the mechanisms of success identified for unicorns or gazelles.
