Affiliation:
1. University of St. Gallen, Switzerland
2. Aalto University School of Business, Finland
Abstract
The contemporary German food market is marked by a large number of food items on retail shelves—the choice and abundance of products stand in sharp contrast to the market of the 1950s. We conduct a qualitative, interpretive analysis of the archives of a food magazine from West Germany between 1949 and 2014 to understand the changes the German food market has undergone. Drawing on category research, we discover three inter-related category dynamics that contribute to the change in the market: category member proliferation, category member valorization, and category member entanglement. We then discuss the implications of category dynamics and theorize how they drive category change.
Subject
Management of Technology and Innovation,Organizational Behavior and Human Resource Management,Strategy and Management
Cited by
4 articles.
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