When people set up their own business or go it alone, it makes sense for to want to establish their own identity, yet sometimes that might come at a cost… what if your identity is so distinctive that potential customers or clients don’t understand what you do or why you are so special?

To explore the question of “optimal distinctiveness” in the context of strategic positioning I am delighted to be joined today by Professor Daphne Demetry.

About our guest...

Daphne Demetry is an Associate Professor of Strategy & Organization and Bensadoun Faculty Scholar in the Desautels Faculty of Management at McGill University

As an organizational theorist and economic sociologist, Daphne uses primarily ethnographic and qualitative methods to explore questions of how entrepreneurs and organizations create and negotiate meaning as they interact with their audiences. She has explored these questions predominately in the craft and creative fields and especially the culinary industry, e.g., underground and pop-up restaurants, gourmet food trucks, and fine dining establishments.

• You can find out more about Daphne’s research here: https://www.mcgill.ca/desautels/daphne-demetry
• The article discussed in the interview - Cutting the apron strings: Establishing optimal distinctiveness from mentors in creative industries by Daphne Demetry and Rachel Doern - can be accessed here (open access): https://sms.onlinelibrary.wiley.com/doi/full/10.1002/smj.70003

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