MORSe (Management and Organization Research Seminars): "GREAT, MADAMA BUTTERFLY AGAIN! HOW ROBUST MARKET IDENTITY SHAPES OPERA REPERTOIRES"
Institute of Management and Organisation
Start date: 5 November 2008
End date: 6 November 2008
5th of November
12.30-14.00
room A14
Michael Jensen (U. Michigan)
Abstract
This study examines what market structures favor robust market identities and what market structures favor distinct market identities. We develop a theoretical framework that emphasizes two factors shaping market identities – divergent and convergent audiences and within- and between-category competition. We argue that robust market identities, defined as the co-existence of divergent but interdependent identity dimensions, are favored in markets with divergent audiences and between-category competition. Distinct market identities are always favored in markets with convergent audiences and in markets with divergent audiences and within-category competition. Focusing empirically on robust market identities, we test our framework in the U.S. opera market. Statistical analyses of 96 opera companies’ opera repertoires from 1995 to 2005 support our arguments: U.S. opera companies create robust market identities by staging conventional and unconventional operas interdependently depending on the divergence of their audiences and the competitive pressures from other opera companies.
