Giuseppe Delmestri
Vienna University of Economics and Business, Management, Faculty Member
Using a case study of the Italian spirit grappa, we examine status recategorization—the vertical extension and reclassification of an entire market category. Grappa was historically a low-status product, but in the 1970s one regional... more
Using a case study of the Italian spirit grappa, we examine status recategorization—the vertical extension and reclassification of an entire market category. Grappa was historically a low-status product, but in the 1970s one regional distiller took steps that led to a radical break from its traditional image, so that in just over a decade high-quality grappa became an exemplar of cultured Italian lifestyle and held a market position in the same class as cognac and whisky. We use this context to articulate ''theorization by allusion,'' which occurs through three mechanisms: category detachment—distancing a social object from its existing category; category emulation—presenting that object so that it hints at the practices of a high-status category; and category sublimation—shifting from local, field-specific references to broader, societal-level frames. This novel theorization is particularly appropriate for explaining change from low to high status because it avoids resistance to and contesta-tion of such change (by customers, media, and other sources) as a result of status imperatives, which may be especially strong in mature fields. Unlike prior studies that have examined the status of organizations within a category, ours foregrounds shifts in the status and social meaning of a market category itself.
Research Interests:
Status orders are critically important – yet shifts in the status and social meaning of a market category and of the organizations associated with it have been little investigated. In particular, there is limited understanding of how a... more
Status orders are critically important – yet shifts in the status and social meaning of a market category and of the organizations associated with it have been little investigated. In particular, there is limited understanding of how a deeply institutionalized low status category might extend its reach to high status positions. Instead, most studies have examined the status of organizations within a category. Status recategorization - i.e. the vertical extension and reclassification of an entire category, involving the displacement of deeply institutionalized cognitive understandings and their associated socio-cultural practices, has been neglected. Applying qualitative methods to a case study of grappa in Italy, we theorize how status recategorization might occur in mature contexts where the exigencies of status imperatives are pressingly felt. Our primary contribution is identification of a form of theorization – theorization by allusion – that involves the mechanisms of category detachment, emulation, and sublimation, and which is particularly appropriate for change involving status because of its singular avoidance of contestation and resistance.
Research Interests:
Institutional theory, a building block of today’s organization studies, drawing from sociology, social psychology, political science, and economics, offers explanations for social order, social action and cultural persistence. It does it... more
Institutional theory, a building block of today’s organization studies, drawing from sociology, social psychology, political science, and economics, offers explanations for social order, social action and cultural persistence. It does it with regard both to the stability of social systems at various levels (i.e. organization, field, society, world), and to the effects of institutional processes in situations of change or of conflicting legal, cultural or normative jurisdictions. Institutional theory highlights the role of rules, norms, and typifications (cultural beliefs and scripts) in constraining and empowering social action and giving meaning to social life. Earlier contributions emphasized the stabilizing role of institutions through the constitution of structures, organizational forms, fields and social actors’ identities. More recent contributions draw attention to the concurrent role of institutions in situations of change, where interests, agency and power play their own role in reaching stability or domination.
ABSTRACT Mannheim, Universität, Thesis (doctoral), 2001.
Giuseppe Delmestri is a researcher at the Istituto di Economia Aziendale Università Bocconi, Viale Isonzo 23, 20135 Milano, Italy. This study is based on his doctoral research project at the Universität Mannheim, Lehrstuhl für ABWL und... more
Giuseppe Delmestri is a researcher at the Istituto di Economia Aziendale Università Bocconi, Viale Isonzo 23, 20135 Milano, Italy. This study is based on his doctoral research project at the Universität Mannheim, Lehrstuhl für ABWL und Organization. The author wishes to thank ...
Research Interests:
Research Interests:
abstract We investigate what factors are required in order to succeed in project-based cultural industries. In particular, we focus on the effects of relational stability and reputation on two key dimensions of movies’ success: commercial... more
abstract We investigate what factors are required in order to succeed in project-based cultural industries. In particular, we focus on the effects of relational stability and reputation on two key dimensions of movies’ success: commercial success and artistic merit. We combine the two dimensions of films’ performance for a more accurate understanding of how authenticity and artistic merit are manufactured in the movie industry. We examine this question by analysing a sample of Italian films and focusing on the role of the film director. We argue that commercial success is favoured by a director's strong vertical ties (with producers and distributors) and economic reputation, while artistic merit is positively affected by a director's weak horizontal ties (with other creative partners) and artistic reputation. We propose an explanation in terms of varying degrees of task routineness and we use it to account for the divergence between our results and others in the cultural and organizational literature.
