Another one bites the dust: Oppositional identity and category convergence in the beer industry

Blake D. Mathias, Annelore Huyghe

Producció científica: Contribució a una conferènciaContribucióAvaluat per experts

Resum

An extensive body of research explores how new market categories emerge, however, much less is known about how market categories evolve over time. To advance our understanding of category dynamics, this inductive field study of the U.S. beer industry examines convergence between oppositional and incumbent market categories. Our findings reveal that incumbents' acquisitions of oppositional category members raised identity tensions, challenging the founding ideology and the distinctiveness of the oppositional market category. Our process model further proposes two theoretical mechanisms'a forced perspective and identity slippage'that lead two opposing categories toward convergence.

Idioma originalAnglès
DOIs
Estat de la publicacióPublicada - 2018
Publicat externament
Esdeveniment78th Annual Meeting of the Academy of Management, AOM 2018 - Chicago, United States
Durada: 10 d’ag. 201814 d’ag. 2018

Conferència

Conferència78th Annual Meeting of the Academy of Management, AOM 2018
País/TerritoriUnited States
CiutatChicago
Període10/08/1814/08/18

Fingerprint

Navegar pels temes de recerca de 'Another one bites the dust: Oppositional identity and category convergence in the beer industry'. Junts formen un fingerprint únic.

Com citar-ho