Product Consecration and Market Expansion: the Case of Vitamin D

Our study investigates the relationship between product consecration and market creation and expansion. Our findings indicate that the global Vitamin D market has expanded, from 1996 to 2019, through a process of contested product consecration that involves the cultural and scientific consecration, and commercial innovation of Vitamin D over time.


Lez Ecima Trujillo Torres, Alev Kuruoglu, and Hazal Celik (2020) ,"Product Consecration and Market Expansion: the Case of Vitamin D", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1210-1210.


Lez Ecima Trujillo Torres, University of Illinois at Chicago, USA
Alev Kuruoglu, University of Southern Denmark, Denmark
Hazal Celik, University College Dublin


NA - Advances in Consumer Research Volume 48 | 2020

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