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Market category generation by meta-contrast thesis

Author

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  • Akira Yoshinari

    (Aichi institute of technology)

Abstract

This study is based on the J.C. Turner et al. discussion of self-categorization and investigates generated categories in relation to existing categories. The research question in this study was: Does the existence of parallel categories clearly set boundaries for new categories? The aim of this study is to demonstrate the generation of categories in this market with cases of Japanese mini insurance. The conclusions were, firstly, that new product categories are generated in relation to parallel product categories and secondly that, if products have labels that can be clearly compared with parallel product categories, consumers can clearly see the boundaries between new and existing categories.

Suggested Citation

  • Akira Yoshinari, 2015. "Market category generation by meta-contrast thesis," Proceedings of Business and Management Conferences 3005477, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:ibmpro:3005477
    as

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    File URL: https://iises.net/proceedings/2nd-business-management-conference-madrid/table-of-content/detail?cid=30&iid=016&rid=5477
    File Function: First version, 2015
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    References listed on IDEAS

    as
    1. Mark Thomas Kennedy & Peer C. Fiss, 2013. "An Ontological Turn in Categories Research: From Standards of Legitimacy to Evidence of Actuality," Journal of Management Studies, Wiley Blackwell, vol. 50(6), pages 1138-1154, September.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    category in market; meta-contrast thesis; emergence of category;
    All these keywords.

    JEL classification:

    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • L29 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Other

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