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Category Stretching: Reorienting Research on Categories in Strategy, Entrepreneurship, and Organization Theory

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  • Durand , Rodolphe

    ()

  • Paolella , Lionel

    ()

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    Abstract

    We advocate for more tolerance in the manner we collectively address categories and categorization in our research. Drawing on the prototype view, organizational scholars have provided a ‘disciplining’ framework to explain how category membership shapes, impacts and limits organizational success. By stretching the existing straightjacket of scholarship on categories, we point to other useful conceptualizations of categories – i.e. the causal model and the goal-based approaches of categorization – and propose that depending on situational circumstances, and beyond a disciplining exercise, categories involve a cognitive test of congruence and a goal satisfying calculus. Unsettling the current consensus about categorical imperatives and market discipline, we suggest also that markets may tolerate more often than thought organizations that blend, span, and stretch categories. We derive implications for research about multi-category membership and mediation in markets, and suggest ways in which work on the theme of categories in the strategy, entrepreneurship, and managerial cognition literatures can be enriched.

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    Bibliographic Info

    Paper provided by HEC Paris in its series Les Cahiers de Recherche with number 996.

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    Length: 30 pages
    Date of creation: 04 Nov 2013
    Date of revision:
    Handle: RePEc:ebg:heccah:0996

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    Postal: HEC Paris, 78351 Jouy-en-Josas cedex, France
    Web page: http://www.hec.fr/
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    Related research

    Keywords: categories; prototype; causal model; goal-based model;

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