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活動起日：2023-06-08
發佈日期：2023-06-08
瀏覽數：147
2023-07-05 更新
6月28日邀請本系系友Jade LO教授蒞臨演講
主題 : What's up? The rise of the plant-based meat and the transmutation of the meat category 時間 : 2023年6月28日(三)10:30 地點 : 管壹8樓814會議室 摘要 : This study presents a theoretical framework to address an increasingly prevalent but underexplored source of category dynamics: category transmutation. When market actors strategically form a new category, it may result in the redefinition and expansion of an existing category, thereby inducing changes to the overall category structure, a process that we call “category transmutation.” Drawing on an extensive case study of the plant-based meat category in the United States from 2012 to 2019, we illustrate how the intentional actions of two key market entrants facilitated the growth of this category by seeking to reshape the cognitive underpinnings of the existing meat category and alter the overall structure of the meat category. Through deliberate strategies, these entrepreneurs initiated a process aimed at rendering the meat category as a subcategory of the transmuted and expanded “meat” category, alongside the newly formed plant-based meat category. Our analysis highlights three key processes driving category transmutation: instilling value superiority, establishing comparability, and encapsulating the traditional category. These findings contribute to research on category dynamics, market moralization, and cultural entrepreneurship.
Keywords: category dynamics, new market categories, market moralization, strategic categorization, cultural entrepreneurship [NOTE]
Jade Lo教授網頁如下
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