Publication Type
Journal Article
Version
submittedVersion
Publication Date
4-2015
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.
Discipline
Business and Corporate Communications | Organizational Behavior and Theory
Research Areas
Organisational Behaviour and Human Resources
Publication
British Journal of Management
Volume
26
Issue
2
First Page
273
Last Page
291
ISSN
1045-3172
Identifier
10.1111/1467-8551.12086
Publisher
Wiley: 24 months
Citation
GROß, Claudia; HEUSINKVELD, Stefan; and CLARK, Timothy Adrian Robert.
The active audience? Gurus, management ideas and consumer variability. (2015). British Journal of Management. 26, (2), 273-291.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/6262
Copyright Owner and License
Authors
Additional URL
https://doi.org/10.1111/1467-8551.12086
Included in
Business and Corporate Communications Commons, Organizational Behavior and Theory Commons
Comments
Nominated for the Col. Lyndall F. Urwick Memorial Cup for an outstanding piece of recently published UK research that is relevant to the subject of management consultancy.