讲座：Managing a Subcategory Stigma Spillover from a Scandal
题 目：Managing a Subcategory Stigma Spillover from a Scandal
嘉 宾：Rongrong Zhang, Ph.D. Candidate in the Department of Strategy, Entrepreneurship, and Management at the Alberta School of Business
主持人：李欣欣 助理教授 上海交通大学安泰经济与管理学院
时 间：2020年09月16日（周三） 9:00-10:30
地 点：线上ZOOM平台 (校内师生如需获取会议号和密码，请于9月15日中午12点前发送电邮至orgmgt@acem.sjtu.edu.cn)
Firms can be compromised by an “event” stigma spillover—adverse consequences arising simply from being in the same industry subcategory as other firms that are directly implicated in a socially vilified scandal. This mixed-methods study of the Chinese infant formula industry after the 2008 melamine scandal uncovers three strategies used to contain this risk of stigma spillover effect, including subcategory membership deception, subcategory blurring, and subcategory promotion. By revealing what factors impact firms’ choice of these strategies and the effectiveness of each strategy, this study contributes to stigma management theory in three principal ways: it offers an empirical account of strategic responses to stigma spillover that arises from an “event” in a previously respected industry (as opposed to strategies used in core stigmatized industries); second, it examines how age and media scrutiny impact firms’ strategic choices after an event stigma spillover; and third, it assesses the performance implications of the strategies.
Rongrong Zhang is now a PhD Candidate in the Department of Strategy, Entrepreneurship, and Management at the Alberta School of Business, Canada. She earned a B.A. and M.A. from the Renmin University of China. Her research interests include organizational theory, corporate social responsibility, social evaluations (including legitimacy, reputation, and stigmatization) and emotions. Her academic research has been published in Oxford Bibliographies in Management, Journal of Management & Organization and Business Ethics: An European Review. She currently has first-author paper in the process of revise and resubmission at Academy of Management Annals, another coauthored paper of which the proposal has been accepted by Journal of Management Studies She is also the first author of a paper under review at Strategic Management Journal.