Faculty of Management Research Workshop - Samira Reis, Carlos III University

ENGAGEMENT AND MUTUAL INFLUENCE OF MULTIPLE AUDIENCES AND THE PERFORMANCE OF BOUNDARY SPANNERS

Recent research on market categories revealed that while most audiences penalize producers that span multiple market categories by withdrawal of resources and attention, few audiences react to boundary spanners in more positive ways. It remains unknown, however, whether different audiences affect each other’s judgments and, if they do, what the consequences of this mutual influence for boundary spanners are. We develop a theory explaining how three different types of audiences, namely, investors, consumers and critics, react to one engagement action that every producer aims to achieve: an extraordinary public success. We argue that these three audiences rely on different evaluation criteria to assess a producer’s success. When different audiences disagree in their evaluation of the boundary spanner, they tend to ignore each other’s judgments when deciding how to interact with this producer. However, when different audiences agree that the boundary spanner achieved an extraordinary success, all three different audiences tend to ignore boundary spanning and reward this producer. We find support for our theory in the probit analysis of the population of all co-productions of TV shows created for the primetime on networks in the U.S., 1947-2003.

Samira Reis is an Associate Professor at the Department of Business Administration at Carlos III University. She is also deputy director of the MBA program. Samira holds a PhD in Business Administration and Management from Bocconi University in Italy, a MSc and a BSc in Industrial Engineering from UFRJ in Brazil. Her research interests include the ecology of organizations, product demography, status, categories, and identities in markets. Her research has been published on Organization Science, Strategic Management Journal, Industrial and Corporate Change among others. Although she is interested in several settings, she has most extensively studied television and film industries in U.S., Italy and Brazil. 

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