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The Active Audience? Gurus, Management Ideas and Consumer Variability

Groß, C.; Heusinkveld, S.; Clark, T.

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Authors

C. Groß

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

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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.




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