Investigating Category Dynamics: An Archival Study Of The German Food Market

Item Type Journal paper
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.
Authors Gollnhofer, Johanna Franziska & Bhatnagar, Kushagra
Journal or Publication Title Organization Studies
Language English
Subjects business studies
cultural studies
HSG Classification contribution to scientific community
HSG Profile Area Global Center for Customer Insight
Refereed Yes
Date 2021
Publisher Sage Journals
Publisher DOI https://doi.org/10.1177/0170840620980245
Official URL https://journals.sagepub.com/doi/abs/10.1177/01708...
Depositing User Prof. Dr. Johanna Franziska Gollnhofer
Date Deposited 23 Dec 2020 09:03
Last Modified 07 Jun 2021 12:59
URI: https://www.alexandria.unisg.ch/publications/261803

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Gollnhofer, Johanna Franziska & Bhatnagar, Kushagra (2021) Investigating Category Dynamics: An Archival Study Of The German Food Market. Organization Studies,

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https://www.alexandria.unisg.ch/id/eprint/261803
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