Resource Redeployment and the Pursuit of Multiple Categories in a Stigmatized Industry

Research output: Chapter in Book/Report/Conference proceedingConference contribution


This paper explores factors that determine a firm’s use of category dilution strategy in the stigmatized sector. We found that in the nuclear sector key human capital has been redeployed from stigmatized to stigma-free technologies, confirming evidence of category dilution at the resource level. Category dilution strategy is slowed down during a trauma event. The negative effect on category dilution strategy however will be decreased by spatial proximity from the trauma event and stigma spillovers from the general public to national policy-making. we offer a theoretical explanation about reasons of oscillation in a firm’s category dilution strategy by building on category theory and multiple-goal theory.
Original languageEnglish
Title of host publicationAcademy of Management Annual Meeting Proceedings
Publication statusPublished - 1 Jul 2023
EventAcademy of Management Annual Meeting 2023: Putting the Worker Front and Center - Boston, United States
Duration: 4 Aug 20238 Aug 2023


ConferenceAcademy of Management Annual Meeting 2023
Country/TerritoryUnited States
Internet address


  • Stigma
  • Category
  • Resource Redeployment
  • Signalling Strategy
  • Nuclear Sector

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