The legitimation of peripheral producers’ novelty by external audiences: the contingent role of consultants

Leonardo Corbo*, Raffaele Corrado, Vincenza Odorici

*Autor correspondente para este trabalho

Resultado de pesquisarevisão de pares


Are radically novel practices more likely to attract recognition when the evaluating audience is composed of external evaluators? Our baseline argument asserts that radical novelty is more likely to be positively evaluated by an external audience and that peripheral (rather than core) producers have higher incentives to adopt novel practices that depart from tradition. Yet, because peripheral producers often lack the necessary support and legitimacy to promote novelty, audiences play a critical role in recognizing their innovative efforts. How can peripheral producers mitigate the challenges associated with novelty recognition? To answer this question, we explore how peripheral producers’ collaboration with acclaimed consultants affects the process of external audience recognition in the context of the Italian wine field from 1997 to 2006. Our findings suggest that radical novelty is positively received by an external audience composed of critics, although we do not find a significant difference between core and peripheral producers. However, external audiences are more open to recognizing peripheral producers’ use of novel practices when they collaborate with well-connected consultants. We find that the use of central consultants produces a “boosting” effect that accentuates the differences between evaluations of peripheral producers who embrace novelty and evaluations of those that follow the tradition. Our study thus advances theory by providing empirical evidence of the value of considering third-party actors such as consultants, who sit at the nexus between the agency required for innovation and external audiences’ recognition of novelty, when studying novelty evaluation and recognition.
Idioma originalEnglish
Título da publicação do anfitriãoThe Generation, Recognition and Legitimation of Novelty
EditoresGino Cattani, Dirk Deichmann, Simone Ferriani
EditoraEmerald Group Publishing Ltd.
Número de páginas29
ISBN (eletrónico)9781801179973
ISBN (impresso)9781801179980
Estado da publicaçãoPublished - 20 jan 2022

Série de publicação

NomeResearch in the Sociology of Organizations
ISSN (eletrónico)0733-558X

Impressão digital

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