Getting known by the company you keep: publicizing the qualifications and former associations of skilled employees

Peter W. Roberts and Mukti Khaire

Industrial and Corporate Change, 2009, vol. 18, issue 1, 77-106

Abstract: When product quality cannot be ascertained in advance of purchase, producers must convince relevant audiences that they are worthy of consideration as quality players. We propose that quality-oriented producers will selectively publicize information about their skilled employees in anticipation of signaling benefits, which include the accrual of visibility and the projection of quality-based identities. We validate our perspective on publicizing affiliation information by analyzing how a sample of Australian wine producers publicized specific career information about their skilled employees (i.e., their winemakers), including the names of certain former employers of these individuals. Copyright 2009 , Oxford University Press.

Date: 2009
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