Category Reinterpretation and Defection: Modernism and Tradition in Italian Winemaking
研究了当市场参与者对共同标签有不同解释时，弱势类别成员的部分背叛如何影响非背叛者的身份认同并阻碍进一步变化，以意大利巴罗洛和巴巴莱斯科葡萄酒的现代主义与传统之争为例。
When two groups of market actors differ in how to interpret a common label, each can make claims over the label. One categorical interpretation and the group that supports it risk disappearance if the rival interpretation gains ground. We argue that when members of the endangered category become partial defectors that span categories, their history presents challenges to the identity of nondefectors that will inhibit further change. Our empirical analysis of “traditionalism” and “modernism” in the making of Barolo and Barbaresco wines supports this argument.