Beyond Prototypes: Drivers of Market Categorization in Functional Foods and Nanotechnology
通过芬兰功能性食品和纳米技术的纵向案例研究，发现感知、知识和目标的变化驱动生产者与受众的分类活动，目标导向分类对市场类别活力至关重要。
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.