How Product Order Affects Market Identity: Repertoire Ordering in the U.S. Opera Market
In this study, we view market identities as interfaces between organizations and their external audiences and examine how the perceived market appeal of organizations can be influenced by the order in which the products or product features that determine their market identities are offered. We theor...
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| Veröffentlicht in: | Administrative science quarterly 2011-06, Vol.56 (2), p.238-256 |
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| container_title | Administrative science quarterly |
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| creator | Kim, Bo Kyung Jensen, Michael |
| description | In this study, we view market identities as interfaces between organizations and their external audiences and examine how the perceived market appeal of organizations can be influenced by the order in which the products or product features that determine their market identities are offered. We theorize that when audiences have different product preferences, organizations may increase their perceived appeal to some or all audiences by making certain features more or less salient through different orderings without making substantive changes to their products or product portfolios. We find strong support for our arguments in statistical analyses of the market identities of U.S. opera companies from 1995 to 2005. When opera companies group unconventional operas together, their market appeal decreases among season-ticket holders, an audience for whom unconventional opera is less appealing, but increases among opera critics, an audience for whom unconventional opera is more appealing. |
| doi_str_mv | 10.1177/0001839211427535 |
| format | Article |
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| source | Jstor Complete Legacy; EBSCOhost Political Science Complete; Education Source (EBSCOhost); Worldwide Political Science Abstracts; SAGE Complete; Business Source Complete; Sociological Abstracts |
| subjects | Audience Audiences Business orders Business structures Commercial art Companies Consumer behavior Consumer goods Conventionality Criticism Enterprises Financial budgets Identity Interfaces Markets Opera Organizational identity Perceived organizational identity Portfolios Public market Quantitative Methods Saliency Statistical analysis Studies U.S.A |
| title | How Product Order Affects Market Identity: Repertoire Ordering in the U.S. Opera Market |
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