Institutt for strategi og entreprenør­skap

British Journal of Management Doi: https://doi.org/10.1111/1467-8551.70037

Abstract While prior literature emphasizes that category schemas usually deter hybridization, hybrid production remains prevalent across many domains (e.g. films or innovations). For producers operating in these contexts, the central question is often not whether to span categories, but rather which categories to hybridize together. This suggests a need to shift the focus from the degree of category spanning to the patterns in which categories are hybridized. To address this, we distinguish category hybrids according to the contrast of their primary and secondary categories, and theorize the performance consequences of different hybrids. Through an analysis of the film industry, we find that hybrid films are better received by market audiences if their secondary categories are of higher contrast, particularly when their primary categories have low contrast. This lends support to our core claim that products’ secondary categories function as important information cues, clarifying how category hybrids’ primary identities are altered.

Work Organisation, Labour & Globalisation 19(3) s. 484-505 Doi: https://doi.org/10.13169/workorgalaboglob.19.3.0009

Journal of Business Venturing Insights 24 Doi: https://doi.org/10.1016/j.jbvi.2025.e00562

Academy of Management Proceedings 2025(1) Doi: https://doi.org/10.5465/AMPROC.2025.380bp

Fagbokforlaget

Strategy provides a systematic and comprehensive understanding of strategic decisions, strategy processes, and strategic organizing. The book offers insight into theories, analyses, processes, and tools that together form the foundation for developing and implementing strategy holistically. Strategy is research based but practice oriented, focusing on how to actually do strategic work. It builds on knowledge about strategy and strategy work in different types of organizations, developed over many years by researchers around the world. By distinguishing between different business models, Strategy is relevant not only for industrial firms but also for service firms and organizations more generally.