846: Advancing Categories Research: The Heterogeneity and Interplay of Actors and Audiences (13836)

Sunday, August 11, 2024

13:15 – 14:45 CT (GMT-5/UTC-5)

Location: Fairmont: Gold Room

Session Number: 846
Symposium (panel)
Orientation: Research
Shareable link: https://cdmcd.co/wjp6G8

Organizer(s)

JL

Jade Lo

Drexel U., United States
ER

Eunice Yunjin Rhee

Seattle U., United States

Discussant(s)

RD

Rodolphe Durand

HEC Paris, France

Panelist(s)

RD

Robert J. David

McGill U., CANADA
PG

Paul Gouvard

USI (Lugano) / ESSEC Business School (starting September), Switzerland
NG

Nina Granqvist

Aalto U., Finland
SG

Stine Grodal

Northeastern U., United States
CL

Christi Lockwood

U. of Virginia - McIntire School of Commerce, United States

This panel symposium aims to advance research on market categories and categorization by highlighting the role of heterogeneity and interplay among market participants. Specifically, we explore how both the actors’ and audiences’ heterogeneity and their interactions may influence evaluation outcomes and shape category dynamics. In doing so, we extend the scope of category studies by engaging recent scholarship in cultural entrepreneurship and social evaluations. This symposium brings together a group of six scholars, comprising five panelists and a distinguished discussant, renowned for their expertise in this area. They will provide profound insights into the implications of actor and audience heterogeneity for our understanding of categories and categorization. Our goal is to underscore the dynamic aspect and inherent heterogeneity among market participants in categories research, explore different methodological approaches, and consider new directions for future work in this area of study.