Beyond Prototypes: Drivers of Market Categorization in Functional Foods and Nanotechnology
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© 2015 Wiley-Blackwell. This is the post print version of the following article: Granqvist, Nina & Ritvala, Tiina. 2015. Beyond Prototypes: Drivers of Market Categorization in Functional Foods and Nanotechnology. Journal of Management Studies. Volume 53, Issue 2. 210-237. ISSN 0022-2380 (printed). DOI: 10.1111/joms.1216, which has been published in final form at http://onlinelibrary.wiley.com/doi/10.1111/joms.12164/full
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School of Business |
A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä
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Date
2015
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Language
en
Pages
210-237
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Journal of Management Studies, Volume 53, Issue 2
Abstract
We develop a nuanced understanding of what drives producers’ and audiences’ categorization activities throughout market category development. Prior research on market categories assumes prototypical similarity to be the main or even only driver of categorization. Drawing on a comparative, longitudinal case study of the market categories ‘functional foods’ and ‘nanotechnology’ in Finland, we find that evolving perceptions, knowledge, and goals also impact categorization. Furthermore, our analysis uncovers that goal-based categorization is characteristic for vital market categories, and the lack thereof may mark a waning interest and category decline. Overall, while previous research stresses the role of clear boundaries and knowledge bases for a viable category, we find that overly strict boundaries may constrain category vitality and renewal.Description
Keywords
categorization, comparative study, functional foods, market category, nanotechnology
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Citation
Granqvist, Nina & Ritvala, Tiina. 2015. Beyond Prototypes: Drivers of Market Categorization in Functional Foods and Nanotechnology. Journal of Management Studies. Volume 53, Issue 2. 210-237. ISSN 0022-2380 (printed). DOI: 10.1111/joms.12164