C. Groß
The Active Audience? Gurus, Management Ideas and Consumer Variability
Groß, C.; Heusinkveld, S.; Clark, T.
Authors
S. Heusinkveld
T. Clark
Abstract
This study draws on an active audience perspective to develop a better understanding of mass audiences' attraction towards popular management ideas. It focuses on audience members' own experiences and, in particular, what audience activities actually play a role in shaping mass attraction, and how the deployment of these activities may vary. Analysing 65 in-depth interviews with management practitioners in their role as audience members of guru seminars, the authors identify different key consumption activities, and explain how individual management practitioners may shift in consumption orientation throughout the communication process. This paper argues that such a broader and more dynamic understanding of consumption activity is essential in understanding the success and impact of management ideas, and opens several fruitful research directions.
Citation
Groß, C., Heusinkveld, S., & Clark, T. (2015). The Active Audience? Gurus, Management Ideas and Consumer Variability. British Journal of Management, 26(2), 273-291. https://doi.org/10.1111/1467-8551.12086
Journal Article Type | Article |
---|---|
Online Publication Date | Dec 25, 2014 |
Publication Date | Apr 1, 2015 |
Deposit Date | Oct 27, 2014 |
Publicly Available Date | Dec 25, 2016 |
Journal | British Journal of Management |
Print ISSN | 1045-3172 |
Electronic ISSN | 1467-8551 |
Publisher | Wiley |
Peer Reviewed | Peer Reviewed |
Volume | 26 |
Issue | 2 |
Pages | 273-291 |
DOI | https://doi.org/10.1111/1467-8551.12086 |
Public URL | https://durham-repository.worktribe.com/output/1443022 |
Files
Accepted Journal Article
(877 Kb)
PDF
Copyright Statement
This is the accepted version of the following article: Groß, C., Heusinkveld, S. and Clark, T. (2015), The Active Audience? Gurus, Management Ideas and Consumer Variability. British Journal of Management. 26(2): 273-291, which has been published in final form at https://doi.org/10.1111/1467-8551.12086. This article may be used for non-commercial purposes in accordance With Wiley Terms and Conditions for self-archiving.
Downloadable Citations
About Durham Research Online (DRO)
Administrator e-mail: dro.admin@durham.ac.uk
This application uses the following open-source libraries:
SheetJS Community Edition
Apache License Version 2.0 (http://www.apache.org/licenses/)
PDF.js
Apache License Version 2.0 (http://www.apache.org/licenses/)
Font Awesome
SIL OFL 1.1 (http://scripts.sil.org/OFL)
MIT License (http://opensource.org/licenses/mit-license.html)
CC BY 3.0 ( http://creativecommons.org/licenses/by/3.0/)
Powered by Worktribe © 2024
Advanced Search