Market Aestheticization: How Markets Grow Through Value Chain Complexification
We theorize on how mature markets aesthetically advance, explaining phenomena such as craft beers, third wave coffee, and the so-called tattoo renaissance. Market aestheticization contributes to both the economic growth of the market and its cultural expansion. Our process model introduces three mechanisms to explain this process.
Pierre-Yann Dolbec, Zeynep Arsel, and Aya Aboelenien (2019) ,"Market Aestheticization: How Markets Grow Through Value Chain Complexification", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 129-134.
Pierre-Yann Dolbec, Concordia University, Canada
Zeynep Arsel, Concordia University, Canada
Aya Aboelenien, Concordia University, Canada
NA - Advances in Consumer Research Volume 47 | 2019
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