Research suggests there are significant market penalties for organizations that do not conform to category boundaries in their product offerings. Yet, organizations continue to span categories despite these risks. In this study, we shed insight into why by examining factors that shape the attractiveness of producing hybrid (i.e. category-spanning) products. In particular, we argue that more ambiguous category schemas encourage hybridization. Moreover, there is potential for excep- tional performance advantages for organizations that innovate through hybrids. We use data from the US feature film industry to test and find support for our hypotheses.
Hybrids in Hollywood: a study of the production and performance of genre-spanning films
PERRETTI, FABRIZIO
2012
Abstract
Research suggests there are significant market penalties for organizations that do not conform to category boundaries in their product offerings. Yet, organizations continue to span categories despite these risks. In this study, we shed insight into why by examining factors that shape the attractiveness of producing hybrid (i.e. category-spanning) products. In particular, we argue that more ambiguous category schemas encourage hybridization. Moreover, there is potential for excep- tional performance advantages for organizations that innovate through hybrids. We use data from the US feature film industry to test and find support for our hypotheses.
I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
