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Beyond Prototypes: Drivers of Market Categorization in Functional Foods and Nanotechnology
Author(s) -
Granqvist Nina,
Ritvala Tiina
Publication year - 2016
Publication title -
journal of management studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.398
H-Index - 184
eISSN - 1467-6486
pISSN - 0022-2380
DOI - 10.1111/joms.12164
Subject(s) - categorization , vitality , similarity (geometry) , perception , business , psychology , computer science , marketing , artificial intelligence , biology , genetics , neuroscience , image (mathematics)
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.