Where Do Market Categories Come From and How? Distinguishing Category Creation From Category Emergence
Journal of Management, Volume 43, Issue 1, 2016, Pages 87-110.
market categorycategory formationstrategic agency
This paper reviews several streams of research on market category formation. Most past research has largely focused on established category systems and the antecedents and consequences of categorical positioning (i.e., categorical purity vs. spanning; combination vs. replacement) but relatively ignored the formative processes leading to n...More
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