Avant-Garde Market Driving
提出“先锋市场驱动”概念，指生产者通过反叛现状来推动行业变革，而非响应市场需求。以法国葡萄酒市场为例，分析小企业如何通过符号颠覆和垂直合作克服挑战，为希望采取此策略的生产者和中介提供建议。
In this article, the authors define and develop the concept of avant-garde market driving, a process whereby producers transform an industry by rebelling against the status quo as a means of social-industrial critique rather than in response to market demand. Avant-garde market driving is primarily driven by a desire to rebel against the status quo, at the expense of widespread acceptance; it involves a multiplicity of like-minded individuals, such as other producers, intermediaries, and consumers; and it occurs particularly in contexts where like-minded consumers seek hedonic or aesthetic novelty or social distinction. Breaking new ground comes with substantial challenges. How do rebel producers overcome the challenges of introducing radically different products and successfully sustain avant-garde market driving? An analysis of the wine market in France reveals that avant-garde market driving is initiated and sustained by symbolic disruption and vertical collaboration among producers and intermediaries. This process can provide a strategic advantage to smaller, low-status firms. Based on our analysis, the authors provide actionable recommendations for producers and intermediaries who wish to engage in avant-garde market driving.