Category signaling and reputation

• Autores: Giacono Negro, Michael T. Hannan, Magali Fassiotto
• Localización: Organization Science, ISSN-e 1526-5455, Vol. 26, Nº. 2, 2015, págs. 584-600
• Idioma: inglés
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• Resumen

  • We propose that category membership can operate as a collective market signal for quality when low-quality producers face higher costs of gaining membership. The strength of membership as a collective signal increases with the sharpness of the category boundary, that is, contrast. Our empirical study focuses on biodynamic and organic viticulture in Alsace.