Browsing by Subject "differentiation"
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Positioning new identities for appeal: Configurations of optimal distinctiveness amid ancestral identities Authors:
Publisher and Date:(SAGE PUBLICATIONS LTD, 2021)The theory of strategic balance argues that organizations that are neither too similar to nor too distinct from their rivals will be best positioned to meet competing demands for legitimacy and competition. This is because a similar identity to other organizations signals conformity, thus generating legitimacy, while adopting a distinctive identity through differentiation provides competitive advantage. Recent studies have noted that various combinations of conformity and differentiation tactics ...