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5 - Defining Audience Orientations

Published online by Cambridge University Press:  22 May 2021

Stefan Heusinkveld
Affiliation:
Radboud Universiteit Nijmegen
Marlieke van Grinsven
Affiliation:
VU University Amsterdam
Claudia Groß
Affiliation:
Radboud Universiteit Nijmegen
David Greatbatch
Affiliation:
Management School at the University of York
Timothy Clark
Affiliation:
Singapore Management University
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Summary

In this chapter we ask: How and why do audience members vary in the way they are attracted to a guru and the management ideas they are promoting? Using analyses of interviews with management practitioners who have attended guru lectures, the chapter indicates how a broader and more fine-grained understanding of consumption activity is essential in providing a more advanced view of audience differentiation and helps to better understand the success and impact of management ideas among a managerial audience. First, our analysis reveals four different key managerial audience members’ consumption orientations – the gratifications that individual member seek – (devoted, engaged, non-committal and critical) towards gurus and the management ideas they are promoting. Second, the findings show how audience members’ orientations are constructed in relation to their perceptions of different key audience activities (selectivity, involvement and utility) at different stages of the consumption process. Third, the chapter explains how, and to what extent, the use of these orientations relates to the design of the guru lecture and the audience members’ background characteristics.

Type
Chapter
Information
The Flow of Management Ideas
Rethinking Managerial Audiences
, pp. 87 - 113
Publisher: Cambridge University Press
Print publication year: 2021

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