Articles scientifiques

Competing Through Categorization: Product- and Audience-Centric Strategies in an Evolving Categorical Structure

F. KODEIH, H. BOUCHIKHI, V. GAUTHIER

Organization Studies

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Départements : Langues et Cultures

Mots clés : category-level status, competitive dynamics, status within categories, strategic categorization

http://journals.sagepub.com/eprint/D3tt26mW7NM9wX7MJbTF/full


We investigate how and why competing organizations position their similar products in categories of varying status. We studied the paired longitudinal case of the highly publicized contest between ESSEC and HEC, two French business schools, as they sought to position their core Grande Ecole program in the evolving international business education categorical structure. We conceptualize categorization as a competitive, relational process involving multiple actors and producing various meanings and perceptions. Our study (a) highlights the role of anticipated category status spillovers versus anticipated relative status within a category in producers’ entry decisions; (b) contrasts product- and audience-centric categorization strategies; and (c) shows the role of intermediaries in adjudicating categorization contests

Contacts  

Département Langues & Cultures

Campus HEC Paris
1, rue de la Libération
78351 Jouy-en-Josas cedex
France

Faculté  

Valerie GAUTHIER

Langues et Cultures

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