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Recategorization in markets

Recategorization in markets
The social, strategic and institutional processes and mechanisms are investigated which allowed grappa, a low class Italian spirit, to be transformed into a top quality market category. We are interested in understanding the processes of combination, conflict and disguise used by competing entrepreneurial coalitions and a social movement in order to accomplish this end. More generally we put our attention on recategorization as institutional change processes.

Methods: Historical study and qualitative field work

Products: Presentations at EGOS, SCANCOR-Stanford, Lugano U., Ca’Foscari U.

Partners: Royston Greenwood (Alberta School of Business)