How Categories Transform Markets Through Non-Collective, Non-Strategic Collaboration
Building on framing and social movement theories, we show how categories can materially frame market and lead to non-strategic transformational collaborative actions between subordinate and established market actors driven by their self-interest. We highlight how transformations ultimately are detrimental to the established actors mobilized to enact these changes.
Pierre-Yann Dolbec and Shanze Khan (2018) ,"How Categories Transform Markets Through Non-Collective, Non-Strategic Collaboration", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 998-103.
Pierre-Yann Dolbec, Concordia University, Canada
Shanze Khan, Concordia University, Canada
NA - Advances in Consumer Research Volume 46 | 2018
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