Communication présentée par le professeur de marketing et membre du P2M Danilo C. Dantas (HEC Montréal) avec les chercheurs Saulo D. Barbosa (EMLYON Business School) et Giovany Cajaiba-Santana (KEDGE Business School) lors de la conférence de l’Association Internationale de Management des Arts et de la Culture (AIMAC) 2015.
Résumé (communication en anglais)
We set to study ambidexterity effects on individual and group performance across institutional fields with distinct degrees of maturity. Musicians and music groups provide a rich and so far under-researched context for the study of ambidexterity effects in cultural entrepreneurship. We carried out a survey with professional musicians from Canada. Our results suggest that musicians do not really benefit from ambidexterity. They seem to be better-off focusing on a single strategic emphasis. The effect of such strategic emphasis, however, is contingent upon the institutional field represented by the music genre in which they are embedded. Our results suggest that in the field of classical music, musicians benefit from market exploration, i.e., trying to reach out and attract new audiences to their concerts. In other fields, musicians benefit more from product exploitation, i.e., sticking to their core competencies and repertoires.
