Search results
21 – 30 of over 174000
Sunil Kumar Sharma, Atri Sengupta and Subhash Chandra Panja
Grounded theory (GT) is a very crucial qualitative tool in research inquiry. It embraces systematic, inductive, and comparative inquiry method to construct a theory. GT is mostly…
Abstract
Grounded theory (GT) is a very crucial qualitative tool in research inquiry. It embraces systematic, inductive, and comparative inquiry method to construct a theory. GT is mostly appropriate to investigate organizational phenomena, which involves a change process. In this chapter, the authors focus on the emergence of GT as a research inquiry tool with the focus how GT evolves from classis grounded theory to constructivist ground theory. In the detailed method of GT, a focus is given on coding method along with theoretical sampling and theoretical saturation points. Despite being a powerful technique, GT has drawn a number of criticisms. Majority GT researchers consider the technique as an inductive method with a few exceptions, where it has been deliberated as a deductive method. However, in the line of Corley (2015), it can be argued that GT should be considered as a methodological approach to study inductive phenomena having less understanding of theoretical perspective. Chapter concludes with identifying future scope of study in the field of GT.
Details
Keywords
J. Cameron Verhaal and Elizabeth G. Pontikes
Market actors are simultaneously constrained and enabled by the structures they operate within, which opens opportunities for strategic actors. We build on cultural…
Abstract
Market actors are simultaneously constrained and enabled by the structures they operate within, which opens opportunities for strategic actors. We build on cultural entrepreneurship and market category research to advance an agency-based perspective that brings together research streams on positioning for optimal distinctiveness and shaping with category strategy. We distinguish legitimating narratives for an individual position from initiatives aimed at category construction, and propose that linking these is a basis for strategic advantage. Market transformation involves strategic actors crafting differentiating stories that make an individual position compelling, and then extending these narratives to construct an abstract schema that creatively combines cultural defaults. We further highlight that transformative agency requires an engaged audience, such that stakeholders are willing to consider a new narrative.
Details
Keywords
Michael Lounsbury, Tyler Wry and P. Devereaux Jennings
In this chapter, we examine the development of a technology path in the nanotube (NT) field – one of the most well-developed areas of nanotechnology. Although early developments…
Abstract
In this chapter, we examine the development of a technology path in the nanotube (NT) field – one of the most well-developed areas of nanotechnology. Although early developments suggested that there were equally viable pathways related to the development of carbon nanotubes (CNTs) and others made with organic molecules and polymers, carbon-based technologies became valorized. We show how the carbon science path developed and try to unpack how it happened. We argue that it was not due to the inherent efficiency or applications of CNTs, but to sociopolitical dynamics. Even though much intellectual property research focuses on patent-level analysis, we underscore the importance of patent categories as key cognitive elements that organize the different knowledge domains within the world of NT patenting. We show that interlinkages between patent categories are crucial to the formation and development of a particular technology path. In unpacking the selection of the carbon science path, we highlight the key role played by a cadre of star scientists and the political neglect of alternative pathways as the field herded toward the CNT path.
Balázs Kovács and Michael T. Hannan
Recent research finds that producers assigned to multiple categories receive less attention and legitimacy and have lower chances of success and survival. We argue that the effect…
Abstract
Recent research finds that producers assigned to multiple categories receive less attention and legitimacy and have lower chances of success and survival. We argue that the effect of category spanning on the reception from the audience depends on the fuzziness of the categories. When a set of categories lacks contrast (have very fuzzy boundaries), spanning them does not cause much additional confusion for the audience, thus the penalties associated with spanning ought to be slight. But, when the contrasts of the categories spanned are high, audience members will have difficulty interpreting the producer, so spanning categories will be devalued more. We study these processes using data from an online-review web site. Results show that audience members devalue organizations that span high-contrast categories more than those that span low-contrast categories. These effects are weaker for more active reviewers.
Jianjun (John) Zhu, Thomas S. Gruca and Lopo L. Rego
This study examines the empirical relationship between four broad antecedents of brand equity (branding strategy, brand structure, brand positioning and target market) and two…
Abstract
This study examines the empirical relationship between four broad antecedents of brand equity (branding strategy, brand structure, brand positioning and target market) and two separate dimensions of revenue premium: price premium and volume premium. Our modeling framework aims to explain how different antecedents of brand equity influence the realized velocity and margin of branded product sales, key drivers of operating cash flow. Our generalizable empirical analyses are based on a representative dataset of over 6,500 brands, across 200 consumer-packaged goods categories, spanning three years. We find that only 20% of brands command revenue premiums, for which volume premiums are the critical determinant. Branding strategies and brand structure primarily impact volume premium. In contrast, brand positioning has little effect. Target market substantially affects both premiums. Overall, these four elements account for 73% and 69% of the explained variations in price and volume premiums, respectively. This study provides generalizable, important, and novel insights for the theory and practice of brand management regarding price positioning and extending brands into new categories.
Details
Keywords
Mark Thomas Kennedy, Jade (Yu-Chieh) Lo and Michael Lounsbury
In markets, audiences generally discount offerings that fail to fit established product categories, but when misfit offerings change category meaning, the effects of conformity…
Abstract
In markets, audiences generally discount offerings that fail to fit established product categories, but when misfit offerings change category meaning, the effects of conformity and deviation can reverse so that previously overlooked or unappealing offerings become popular while previously appealing products fall into disfavor. After introducing the idea of category currency to explain how the value of conformity changes with ongoing meaning construction, we use it to make sense of the emergence of nanotechnology. In conclusion, we argue that category currency is useful for explaining the changing value of conformity both in and beyond markets.
Klaus Weber, Hetal Patel and Kathryn L. Heinze
Much of contemporary institutional theory rests on the identification of structured, coherent, and encompassing logics, and from there proceeds to examine multilevel dynamics or…
Abstract
Much of contemporary institutional theory rests on the identification of structured, coherent, and encompassing logics, and from there proceeds to examine multilevel dynamics or the relationship between logics in a field. Less research directly studies the internal properties and dynamics of logics and how they are structured over time. In this paper, we propose a method for understanding the content and organization of logics over time. We advocate for an analysis of logics that is grounded in a repertoire view of culture (Swidler, 1986; Weber, 2005). This approach involves identifying the set of cultural categories that can make up logics, and measuring empirically the dimensions that mark a cultural system as more or less logic-like. We discuss several text analytic approaches suitable for discourse data, and outline a seven-step method for describing the internal organization of a cultural repertoire in term of its “logic-ness.” We provide empirical illustrations from a historical analysis of the field of alternative livestock agriculture. Our approach provides an integrated theoretical and methodological framework for the analysis of logics across a range of settings.
Details
Keywords
Elizabeth G. Pontikes and Ruben Kim
This article suggests that both producers and analysts are strategic about categorization. Producers use categorization to maintain a balance of differentiation and legitimacy…
Abstract
This article suggests that both producers and analysts are strategic about categorization. Producers use categorization to maintain a balance of differentiation and legitimacy, whereas analysts seek to influence categorization and clarify boundaries. Ideas are explored for software producers and Gartner, the preeminent high-technology analyst. Findings show evidence of strategic categorization. Producers move to proximate market categories in response to competition. Gartner reports on large categories and those that receive investment and stops reporting on categories that have fuzzy boundaries. Compared to analysts, producers may be more influential in category creation than previous research has acknowledged.
Details