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Category Reinterpretation and Defection: Modernism and Tradition in Italian Winemaking

Author

Listed:
  • Giacomo Negro

    (Goizueta Business School, Emory University, Atlanta, Georgia 30322)

  • Michael T. Hannan

    (Graduate School of Business, Stanford University, Stanford, California 94305)

  • Hayagreeva Rao

    (Graduate School of Business, Stanford University, Stanford, California 94305)

Abstract

When two groups of market actors differ in how to interpret a common label, each can make claims over the label. One categorical interpretation and the group that supports it risk disappearance if the rival interpretation gains ground. We argue that when members of the endangered category become partial defectors that span categories, their history presents challenges to the identity of nondefectors that will inhibit further change. Our empirical analysis of “traditionalism” and “modernism” in the making of Barolo and Barbaresco wines supports this argument.

Suggested Citation

  • Giacomo Negro & Michael T. Hannan & Hayagreeva Rao, 2011. "Category Reinterpretation and Defection: Modernism and Tradition in Italian Winemaking," Organization Science, INFORMS, vol. 22(6), pages 1449-1463, December.
    • Handle: RePEc:inm:ororsc:v:22:y:2011:i:6:p:1449-1463
    DOI: 10.1287/orsc.1100.0619
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    References listed on IDEAS

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    1. repec:bla:jindec:v:50:y:2002:i:4:p:431-56 is not listed on IDEAS
    2. Giacomo Negro & Michael T. Hannan & Hayagreeva Rao, 2010. "Categorical contrast and audience appeal: niche width and critical success in winemaking," Industrial and Corporate Change, Oxford University Press and the Associazione ICC, vol. 19(5), pages 1397-1425, October.
    3. Fiona M. Scott Morton & Joel M. Podolny, 2002. "Love or Money? The Effects of Owner Motivation in the California Wine Industry," Journal of Industrial Economics, Wiley Blackwell, vol. 50(4), pages 431-456, December.
    4. Rodolphe Durand & Hayagreeva Rao & Philippe Monin, 2003. "Institutional Change in Toque Ville: Nouvelle Cuisine as an Identity Movement in French Gastronomy," Post-Print hal-00480858, HAL.
    5. Ezra W. Zuckerman & Tai-Young Kim, 2003. "The critical trade-off: identity assignment and box-office success in the feature film industry," Industrial and Corporate Change, Oxford University Press and the Associazione ICC, vol. 12(1), pages 27-67, February.
    6. Rodolphe Durand & Hayagreeva Rao & Philippe Monin, 2005. "Border Crossing: Bricolage and the Erosion of Categorical Boundaries in French Gastronomy," Post-Print hal-00457938, HAL.
    7. D. Stark, 1996. "Recombinant Property in East European Capitalism," Voprosy Ekonomiki, NP Voprosy Ekonomiki, vol. 6.
    8. Hayagreeva Rao & Philippe Monin & Rodolphe Durand, 2005. "Border crossing : Bricolage and the Erosion of Categorical Boundaries in French Gastronomy," Post-Print hal-02311675, HAL.
    9. Negro, Giacomo & Hannan, Michael T. & Rao, Hayagreeva & Leung, Ming D., 2007. "No Barrique, No Berlusconi: Collective Identity, Contention, and Authenticity in the Making of Barolo and Barbaresco Wines," Research Papers 1972, Stanford University, Graduate School of Business.
    10. Hayagreeva Rao & Philippe Monin & Rodolphe Durand, 2003. "Institutional change in toque ville : Nouvelle cuisine as an identity movement in French gastronomy," Post-Print hal-02311672, HAL.
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