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Two Sides of the Same Coin: How Ambiguous Classification Affects Multiple Audience Evaluations
 

Summary: Two Sides of the Same Coin: How Ambiguous Classification Affects Multiple Audience
Evaluations
Elizabeth G. Pontikes
University of Chicago Booth School of Business
February 2011
Word count: 14, 082
Acknowledgements: I would like to thank Bill Barnett, Ron Burt, Mike Hannan, Reid Hastie,
Greta Hsu, Steve Kaplan, Steve Kahl, Giacomo Negro, Damon Phillips, Hart Posen, Huggy Rao,
Amanda Sharkey, and Eugene Soltes for helpful comments and suggestions, Gary Dushnitsky,
Ben Hallen, and Jay Ritter for generously sharing their data, Eunjun Hyun for assisting with data
collection, and the University of Chicago Booth School of Business and the Charles E. Merrill
fund for support.
1
Two Sides of the Same Coin: How Ambiguous Classification Affects Multiple Audience
Evaluations
Abstract
Recent research indicates that when organizations are hard to categorize they will suffer
in terms of external evaluations. Here, I suggest this depends on the audience evaluating the
organization. Audiences looking to use an organization's products and services, like a typical
consumer, use classification systems as shortcuts to navigate an organizational world and are put

  

Source: Anisimov, Mikhail - Institute for Physical Science and Technology & Department of Chemical Engineering and Biomolecular Engineering, University of Maryland at College Park

 

Collections: Physics; Materials Science