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Market actors are simultaneously constrained and enabled by the structures they operate within, which opens opportunities for strategic actors. We build on cultural entrepreneurship and market category research to advance an agency-based perspective that brings together research streams on positioning for optimal distinctiveness and shaping with category strategy. We distinguish legitimating narratives for an individual position from initiatives aimed at category construction, and propose that linking these is a basis for strategic advantage. Market transformation involves strategic actors crafting differentiating stories that make an individual position compelling, and then extending these narratives to construct an abstract schema that creatively combines cultural defaults. We further highlight that transformative agency requires an engaged audience, such that stakeholders are willing to consider a new narrative.

In this chapter, we examine the development of a technology path in the nanotube (NT) field – one of the most well-developed areas of nanotechnology. Although early developments suggested that there were equally viable pathways related to the development of carbon nanotubes (CNTs) and others made with organic molecules and polymers, carbon-based technologies became valorized. We show how the carbon science path developed and try to unpack how it happened. We argue that it was not due to the inherent efficiency or applications of CNTs, but to sociopolitical dynamics. Even though much intellectual property research focuses on patent-level analysis, we underscore the importance of patent categories as key cognitive elements that organize the different knowledge domains within the world of NT patenting. We show that interlinkages between patent categories are crucial to the formation and development of a particular technology path. In unpacking the selection of the carbon science path, we highlight the key role played by a cadre of star scientists and the political neglect of alternative pathways as the field herded toward the CNT path.

Recent research finds that producers assigned to multiple categories receive less attention and legitimacy and have lower chances of success and survival. We argue that the effect of category spanning on the reception from the audience depends on the fuzziness of the categories. When a set of categories lacks contrast (have very fuzzy boundaries), spanning them does not cause much additional confusion for the audience, thus the penalties associated with spanning ought to be slight. But, when the contrasts of the categories spanned are high, audience members will have difficulty interpreting the producer, so spanning categories will be devalued more. We study these processes using data from an online-review web site. Results show that audience members devalue organizations that span high-contrast categories more than those that span low-contrast categories. These effects are weaker for more active reviewers.

This study examines the empirical relationship between four broad antecedents of brand equity (branding strategy, brand structure, brand positioning and target market) and two separate dimensions of revenue premium: price premium and volume premium. Our modeling framework aims to explain how different antecedents of brand equity influence the realized velocity and margin of branded product sales, key drivers of operating cash flow. Our generalizable empirical analyses are based on a representative dataset of over 6,500 brands, across 200 consumer-packaged goods categories, spanning three years. We find that only 20% of brands command revenue premiums, for which volume premiums are the critical determinant. Branding strategies and brand structure primarily impact volume premium. In contrast, brand positioning has little effect. Target market substantially affects both premiums. Overall, these four elements account for 73% and 69% of the explained variations in price and volume premiums, respectively. This study provides generalizable, important, and novel insights for the theory and practice of brand management regarding price positioning and extending brands into new categories.

In markets, audiences generally discount offerings that fail to fit established product categories, but when misfit offerings change category meaning, the effects of conformity and deviation can reverse so that previously overlooked or unappealing offerings become popular while previously appealing products fall into disfavor. After introducing the idea of category currency to explain how the value of conformity changes with ongoing meaning construction, we use it to make sense of the emergence of nanotechnology. In conclusion, we argue that category currency is useful for explaining the changing value of conformity both in and beyond markets.

Much of contemporary institutional theory rests on the identification of structured, coherent, and encompassing logics, and from there proceeds to examine multilevel dynamics or the relationship between logics in a field. Less research directly studies the internal properties and dynamics of logics and how they are structured over time. In this paper, we propose a method for understanding the content and organization of logics over time. We advocate for an analysis of logics that is grounded in a repertoire view of culture (Swidler, 1986; Weber, 2005). This approach involves identifying the set of cultural categories that can make up logics, and measuring empirically the dimensions that mark a cultural system as more or less logic-like. We discuss several text analytic approaches suitable for discourse data, and outline a seven-step method for describing the internal organization of a cultural repertoire in term of its “logic-ness.” We provide empirical illustrations from a historical analysis of the field of alternative livestock agriculture. Our approach provides an integrated theoretical and methodological framework for the analysis of logics across a range of settings.

This article suggests that both producers and analysts are strategic about categorization. Producers use categorization to maintain a balance of differentiation and legitimacy, whereas analysts seek to influence categorization and clarify boundaries. Ideas are explored for software producers and Gartner, the preeminent high-technology analyst. Findings show evidence of strategic categorization. Producers move to proximate market categories in response to competition. Gartner reports on large categories and those that receive investment and stops reporting on categories that have fuzzy boundaries. Compared to analysts, producers may be more influential in category creation than previous research has acknowledged.

Purpose – This chapter examines an episode of pretend play amongst a group of young girls in an elementary school in Australia, highlighting how they interact within the membership categorization device ‘family’ to manage their social and power relationships.

Approach – Using conversation analysis and membership categorization analysis, an episode of video-recorded interaction that occurs amongst a group of four young girls is analyzed.

Findings – As disputes arise amongst the girls, the mother category is produced as authoritative through authoritative actions by the girl in the category of mother, and displays of subordination on the part of the other children, in the categories of sister, dog and cat.

Value of paper – Examining play as a social practice provides insight into the social worlds of children. The analysis shows how the children draw upon and co-construct family-style relationships in a pretend play context, in ways that enable them to build and organize peer interaction. Authority is highlighted as a joint accomplishment that is part of the social and moral order continuously being negotiated by the children. The authority of the mother category is produced and oriented to as a means of managing the disputes within the pretend frame of play.

Bitcoin is difficult to categorize and indeed has been associated with 112 different labels in the British media (e.g., “private money,” “commodity”) – most of which poorly describe bitcoin. Specifically, our analyses of 674 media articles, focusing on the relationship between labeling and categorization, identify classification inconsistencies at three levels: within clusters of labels, between labels and categories, and between category attributes. These inconsistencies hamper categorization based on attribute similarity, audience goals, and causal models, respectively. We identify four factors that nurture this categorical anarchy and conclude with a call for research on the socioeconomic revolution heralded by blockchain technology.