Great, Madama Butterfly Again! How Robust Market Identity Shapes Opera Repertoires

TitleGreat, Madama Butterfly Again! How Robust Market Identity Shapes Opera Repertoires
Publication TypeJournal Article
Year of Publication2014
AuthorsJensen M., Kim B.K
JournalOrganization Science
Date PublishedJan-Feb
Type of ArticleArticle
ISBN Number1047-7039
Accession NumberWOS:000329979200006
KeywordsAUDIENCES, category, COMPETITION, DYNAMICS, ECOLOGY, IDENTITY, illegitimacy, INDUSTRY, niche width, opera and arts, Organizations, populations, product, robust, securities analysts, status, theaters

We develop a theoretical framework to explain how two aspects of market structures-divergent and convergent audience preference and within-and between-category competition-shape market identities. We focus specifically on robust market identities, an underresearched type of identity defined as balanced membership in divergent social categories. We argue that these identities are most prevalent in markets with more divergent audiences and less within-category competition. We test our arguments in the U. S. opera market. Statistical analyses of 96 opera companies' opera repertoires from 1995 to 2005 support our arguments: U. S. opera companies enact robust market identities by systematically balancing conventional and unconventional operas depending on the divergence of their audiences and the competitive pressure from other opera companies.