BUS 374 Chapter Notes - Chapter Article: Outlast, The Npd Group, Administrative Science Quarterly

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 374
• Professor: Marina Puricelli

Document Summary

Trade-off b/t org"s niche width & capacity for performance (p. 420) Orgs must devote more time & resources to targeting a specific region in their resource space. Greater diversity results in lower investments in each. Audiences" perceptions & reactions can discipline producers (p. 421) Example: films that target more genres attract larger audiences but are less appealing to those audience members (p. 420) Generalist = orgs targeting a wide diversity of resources, have broad niches. Under unpredictable situations, generalists likely to outlast specialists b/c they spread risk across multiple regions of the enviro (p. 423) Specialist = orgs that limit their focus, have narrow niches. Org must have a good fit between its offering and taste preferences, then make it known to its audience & audience must perceive this fit (p. 424) Audience appeal grows with engagement (p. 424) But, given that orgs have a finite capacity for engagement, any increase in niche width must decrease the level of engagement.